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Q17: Suppose Lily has narrowed her choice set to four Smart Phones (A, B, C, and D). Assume she's interested in four attributes: memory capacity, graphics capability, size and weight, and price. Table 1 shows her beliefs about how each brand rates on the four attributes. If we knew the weights Lily attaches to the four attributes, we could more reliably predict her smart phone choice. Suppose she assigned 30 percent of the importance to the phone's memory capacity, 20 percent to graphics capability, 30 percent to size and weight, and 20 percent to price. Please calculate Lily's perceived value for each smart phone according to the expectancy-value model, and predict which product that Lily will favor. Smart Phones A B C D Table 1 Lily's Brand Beliefs about Smart Phones Memory Capacity 8 5 6 9 Graphics Capability 6 8 8 Attribute 7 Size and Weight 5 9 7 7 Price 8 7 6 8

Q17: Suppose Lily has narrowed her choice set to four Smart Phones (A, B, C, and D). Assume she's interested in four attributes: memory capacity, graphics capability, size and weight, and price. Table 1 shows her beliefs about how each brand rates on the four attributes. If we knew the weights Lily attaches to the four attributes, we could more reliably predict her smart phone choice. Suppose she assigned 30 percent of the importance to the phone's memory capacity, 20 percent to graphics capability, 30 percent to size and weight, and 20 percent to price. Please calculate Lily's perceived value for each smart phone according to the expectancy-value model, and predict which product that Lily will favor. Smart Phones A B C D Table 1 Lily's Brand Beliefs about Smart Phones Memory Capacity 8 5 6 9 Graphics Capability 6 8 8 Attribute 7 Size and Weight 5 9 7 7 Price 8 7 6 8

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Q17: Suppose Lily has narrowed her choice set to four Smart Phones (A, B, C, and D). Assume she's interested in four attributes: memory capacity, graphics capability, size and weight, and price. Table 1 shows her beliefs about how each brand rates on the four attributes. If we knew the weights Lily attaches to the four attributes, we could more reliably predict her smart phone choice. Suppose she assigned 30 percent of the importance to the phone's memory capacity, 20 percent to graphics capability, 30 percent to size and weight, and 20 percent to price. Please calculate Lily's perceived value for each smart phone according to the expectancy-value model, and predict which product that Lily will favor. Smart Phones A B C D Table 1 Lily's Brand Beliefs about Smart Phones Memory Capacity 8 5 6 9 Graphics Capability 6 8 8 Attribute 7 Size and Weight 5 9 7 7 Price 8 7 6 8
Transcribed Image Text:Q17: Suppose Lily has narrowed her choice set to four Smart Phones (A, B, C, and D). Assume she's interested in four attributes: memory capacity, graphics capability, size and weight, and price. Table 1 shows her beliefs about how each brand rates on the four attributes. If we knew the weights Lily attaches to the four attributes, we could more reliably predict her smart phone choice. Suppose she assigned 30 percent of the importance to the phone's memory capacity, 20 percent to graphics capability, 30 percent to size and weight, and 20 percent to price. Please calculate Lily's perceived value for each smart phone according to the expectancy-value model, and predict which product that Lily will favor. Smart Phones A B C D Table 1 Lily's Brand Beliefs about Smart Phones Memory Capacity 8 5 6 9 Graphics Capability 6 8 8 Attribute 7 Size and Weight 5 9 7 7 Price 8 7 6 8
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