Marketing
Páginas: 3 (531 palabras)
Publicado: 28 de mayo de 2012
1. A group of students of an earlier version of this course began a product analysis of
refrigerators last year. They planned to use a Conjoint Analysis approach to find most
preferredcharacteristics for a refrigerator. This analysis considers that a refrigerator
can be represented by four attributes: number of doors (1 or 2), Price (Less than
$150.000, Between $150.000-$300.000 and Morethan $300.000), Energy
Consumption (Low, Medium and High), and whether it has an Ice Maker (Yes or
No).
This group asked 5 segments of potential consumers to evaluate (rate) several product
profileson a 1-9 scale.
Unfortunately, this study couldn’t be finished and you have to start from here to
conduct the following analyzes:
a) Using Excel (or SPSS)1, find the part-worths (βi) for theregression, for each
segment.
b) Determine the best and the worst possible products for each segment.
c) Find the relative importance of each attribute for each segment.
d) Assume that the market hasfour products described on the table below.
Determine the predicted market share for each product.
Market Products
# of Doors
Ice Maker?
Price
Product 1
2 doors
Without Ice MakerBetween 150.000 and 300.000
Energy Consumption
Low
Product 2
1 door
Ice Maker
Less than 150.000
High
Product 3
1 door
Without Ice Maker
Less than 150.000
MediumProduct 4
2 doors
Ice Maker
More than 300.000
High
2. A well-known telecommunications company, BTR, offers services on the cable
television, internet and telephone markets.
Thiscompany is now planning to enter on the mobile phone market. In order to do so,
BTR has to define the pricing structure for the entire offer of services, and asks you to
do it. BTR has determined thewillingness to pay for each service, for each segment
of the market and the cost for providing such services (see table below).
1
http://www.youtube.com/watch?v=Bye0ZBdd6iI
IN4601 Marketing I...
refrigerators last year. They planned to use a Conjoint Analysis approach to find most
preferredcharacteristics for a refrigerator. This analysis considers that a refrigerator
can be represented by four attributes: number of doors (1 or 2), Price (Less than
$150.000, Between $150.000-$300.000 and Morethan $300.000), Energy
Consumption (Low, Medium and High), and whether it has an Ice Maker (Yes or
No).
This group asked 5 segments of potential consumers to evaluate (rate) several product
profileson a 1-9 scale.
Unfortunately, this study couldn’t be finished and you have to start from here to
conduct the following analyzes:
a) Using Excel (or SPSS)1, find the part-worths (βi) for theregression, for each
segment.
b) Determine the best and the worst possible products for each segment.
c) Find the relative importance of each attribute for each segment.
d) Assume that the market hasfour products described on the table below.
Determine the predicted market share for each product.
Market Products
# of Doors
Ice Maker?
Price
Product 1
2 doors
Without Ice MakerBetween 150.000 and 300.000
Energy Consumption
Low
Product 2
1 door
Ice Maker
Less than 150.000
High
Product 3
1 door
Without Ice Maker
Less than 150.000
MediumProduct 4
2 doors
Ice Maker
More than 300.000
High
2. A well-known telecommunications company, BTR, offers services on the cable
television, internet and telephone markets.
Thiscompany is now planning to enter on the mobile phone market. In order to do so,
BTR has to define the pricing structure for the entire offer of services, and asks you to
do it. BTR has determined thewillingness to pay for each service, for each segment
of the market and the cost for providing such services (see table below).
1
http://www.youtube.com/watch?v=Bye0ZBdd6iI
IN4601 Marketing I...
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