Value Map in Marketing Analysis
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Questions and Answers

What is the primary purpose of using a value map according to the text?

  • To determine if market shares are changing and if a competitor is in a value-advantaged position.
  • To quantify benefits as perceived by the customer and show perceived price on a graph.
  • To explore the way customer value and price/benefit tradeoff work in real markets for a given segment. (correct)
  • To align competitors in a straight diagonal line called the value equivalence line.

    • What does the horizontal axis of the value map quantify according to the text?

  • The value equivalence line (VEL) that the competitors are aligned on.
  • The perceived price of the competitors' products or services.
  • The benefits as perceived by the customer. (correct)
  • The market share of the competitors.

    • What is the significance of competitors being aligned on the value equivalence line (VEL) according to the text?

  • It means that customers have a clear and logical choice at any desired price or benefit level. (correct)
  • It means that the competitors are in a value-advantaged position.
  • It means that the competitors are gaining market share.
  • It means that their market shares are equal.

    • What is the position of a competitor who is gaining market share?

    <p>They will be positioned below the VEL in a &quot;value-advantaged&quot; position.</p> Signup and view all the answers

    What is the significance of a competitor being positioned below the VEL according to the text?

    <p>It means they are offering higher benefits at a lower price compared to competitors.</p> Signup and view all the answers

    Based on the information provided, which of the following is the most likely reason why Alpha Computer Company's new line of minicomputers experienced unexpectedly poor market acceptance?

    <p>Alpha's marketing strategy was ineffective in communicating the value proposition of its minicomputers.</p> Signup and view all the answers

    According to the value map described in the text, which of the following is true about Keycomp's positioning relative to Alpha Computer Company?

    <p>Keycomp had both a higher price and worse technological features than Alpha.</p> Signup and view all the answers

    According to the value map described in the text, which of the following is true about the positioning of Alpha Computer Company's minicomputers relative to its competitors?

    <p>Alpha's minicomputers were positioned below the VEL (Value Equivalence Line) and offered greater customer value than its competitors.</p> Signup and view all the answers

    According to the value map described in the text, which of the following is true about Ace Computer's positioning relative to Alpha Computer Company?

    <p>Ace had higher processor speed and secondary access speed, and a higher price than Alpha.</p> Signup and view all the answers

    The text mentions that 'advanced market research techniques (conjoint analysis, discrete choice analysis, and multi-staged conjoint analysis, for example) allow an accurate quantification of the perceived benefit dimension and its tradeoff against price.' Which of the following best describes the purpose of these advanced market research techniques in the context of the value map?

    <p>To accurately measure the relative importance of price and benefits in a customer's purchasing decision.</p> Signup and view all the answers

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