Exam (elaborations)
Capsim study guide to exam
- Course
- Institution
Capsim study guide to exam
[Show more]
Seller
Follow
Victorious23
Reviews received
Content preview
Capsim study guide to examWhat are the 5 market segments?
and what is a market segment? - -1. Traditional
2. Low End
3. High End
4. Performance
5. Size
- Group of customers with similar purchasing concerns
-What does the perceptual map show? - -the positioning of a product in the
different segments.
-Where do all 5 segments fall in the map? - -- Upper left = low segment
- Next to low segment on the upper right side = Performance
- middle = traditional
- bottom left = size
- Bottom right = High end
-What does a segment manager do? - -verify the products entering and
leaving a segment, the margin potential for those products, capacity level
and the distribution system as compared to competitors.
-What is the difference between the market segments at the beginning of
the round vs. the market segments in the final round? - -The fine cuts
overlap in the beginning and in year 8;
- only the rough cuts overlap.
-what is the distance between low and high preferred prices? - -10 bucks
-Customers go through a two-stage buying process: The Rough Cut and the
Fine Cut....
What two factors are considered in both the rough cut and fine cut of the
customer buying process? - -mainly Price and Reliability
- Age is not considered in the rough cut at all.
, -What trend can be explicitly observed in the industry in which your
company is operating? - -Products become smaller and smaller.
- Example - Apple iphones get thinner and thinner.
-What's the measure for product reliability? - -Expected time a product lasts
-MTBF (reliability) is - -- Mean Time Between Failure.
- This measures reliability, size and market segment.
- measured in hour increments.
- MTBF per 1,000 hours = 0.30 cents.
- How much of a range does each segment have for MTBF? - 5,000 hour
range.
Products with an MTBF 1,000 hours below the segment's guideline lose about
___20__% of their customer survey score.
-changing MTBF does not affect - -on percieved age
-Increasing a product's reliability will result in which of the following changes
to production costs? - -higher material cost
-What are the 4 buying criteria? - -Price
Age
MTBF
Positioning (pfmn, size)
- Each segment values these buying criterias in different order.
-Which two buying criterias remain the same over time? - -Age
Reliability
-Low Tech customers emphasize buying criteria in which order? - -1. Price
2. Age
3.Postioning (pfm and size)
4. Reliability
-44. If you are marketing to HIGH END customers, which criteria are most
important to them in order of importance? - -1. Positioning (pfm and size)
2. Age
3. MTBF (reliability)
4. Price (matters about 9%)
, -what is the most important for high end customers? - -positioning.
aka, (pfmn, size) = positioning.
- High end customers seek the cutting edge technology in both size and
performance.
- buying criteria is the same for size and high end because they're both next
to each other on the map.
-what is the most important for low end customers?
(Upper left area) - -low price... low price matters 53% to them which is high.
-Customers that want low prices and are willing to sacrifice size and
performance are in the _____ segment - -low end segment.
- low end customers want the lowest price so they don't care that much
about size or performance.
- AKA boba's cheap ass lmfaoo
-Customers who care about size are part of which segment? - -Size segment
- Size's growth rate for their segment is 18.2%.
-Which customer group or market segment seeks high reliability, advanced
technology products that emphasize high performance? - -Performance
customers
- Performance has the highest growth rate in the market.
-Of the groups of the marketing segments (performance, size, traditional,
high end, and low end)
which 3 are considered to be in high tech segments and usually "ride the
wave" of technology? - -1. Performance
2. High end
3. Size
-the performance segment places importance on - -reliability (cause in
order to perform well, it needs good reliability).
and positioning - which is performance and size.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Victorious23. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $15.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
75632 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now