40. Scenario 1: Choice of New Fridge. Amy Spencer, of Morristown, New Jersey, is
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Question
40. Scenario 1: Choice of New Fridge.
Amy Spencer, of Morristown, New Jersey, is considering the purchase of a new refrigerator. Her evoked set consists of 5 brands: Best Fridge, Chillmaster, Super Fridge, Excellence, and Keep Fresher. Amy’s evaluative criteria are price, energy efficiency, appearance, ice making feature, and reversible doors. She decides to use a seven point rating scale in making her assessment. Scores range from 1 (unacceptable or feature absent) to 7 (perfect). Amy’s scores are as follows:
Alternative
Number
Price
Energy
Efficiency
Appearance
Ice-Making
Feature
Reversible
Doors
1. Best Fridge
4
5
5
7
1
2. Chillmaster
7
5
7
7
1
3. Super Fridge
2
2
7
7
7
4. Excellence
3
4
2
7
7
5. Keep Fresher
7
7
4
1
7
Please refer to Scenario 1: Choice of New Fridge. Suppose Amy considers that an ice maker and a reversible door are absolutely essential. Once those conditions are satisfied, she will then add all attributes up on the remaining alternatives. Which model will she choose?
Best Fridge
Chillmaster
Super Fridge
Excellence
Keep Fresher
Chris is a marketing manager whose job is to locate the most cost-efficient transportation methods available that can meet the customers' time-of-delivery requirements. With which element of the marketing mix does Chris primarily work?
product
place
price
public relations
promotion
Alternative
Number
Price
Energy
Efficiency
Appearance
Ice-Making
Feature
Reversible
Doors
1. Best Fridge
4
5
5
7
1
2. Chillmaster
7
5
7
7
1
3. Super Fridge
2
2
7
7
7
4. Excellence
3
4
2
7
7
5. Keep Fresher
7
7
4
1
7
Explanation / Answer
1) As Amy essentially requires ice maker and a reversible door so we can look through the scores and can identify that in 'Super fridge' and 'Excellence' the scores is maximum for ice-making feature and reversible door. So by calculating all the remaining attributes we can see that Super fridge has a score of 25 and where as Excellence has a score of 23. So, Amy must choose
Super Fridge.
2) Chris being a marketing manager, needs the most cost-efficient transportation methods. So as pr the markting mix, there are mainly 4P's. These are -
As per the scenario, Chris primarily works in Place element of Marketing mix.
Placement, one of the most important elements of marketing mix. It determines the distribution channels and various other modes and methods related to the transport of the goods according to the target market. Effective transportation modes can cost less which can eventually gives profit to the company.
Hope this helps :)
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