In this personal application assignment you will work on one product category or service offered by an organization in the United States that you would like to work for in the future. Site all your references. (1) You will need to get access to the magazine “Consumer Reports” (ConsumerReports.org) or any other consumer evaluation of a product category. You can google it if you want. (2) Select from the list of references the most recent one that has a PDF file. Look for a “Ratings Table” that includes a performance index and price per brand. (3) Construct a Customer Value Map like the one included in Chapter 4 (pg. 134-135). In order to do so you need to calculate the relative performance, and plot them according to the corresponding price. The “Fair Price Line” is the regression of price by performance. (4) Interpret the Value Map. (5) Underline your connection(s) and marketing concepts. Locate your organization’s product or service on the map. (6) Discuss how would you improve your brand’s perceived customer value?
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