Marketing (Custom Package)
Marketing (Custom Package)
12th Edition
ISBN: 9781323452486
Author: Armstrong
Publisher: PEARSON
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Chapter 9, Problem 1ALC
  • An earlier example states that although the average Steinway piano costs $87,000, to those who own one. a Steinway is a great value. Does this fit your idea of value?
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Summary Introduction

To discuss: Whether the idea of Person X fits his value

Introduction:

The variation between what a customer obtains from a product and what the customer has to give in order to get it known as the customer value.

Explanation of Solution

Given example:

The average cost of purchasing The Piano S is $87,000 and this piano is of a great value.

Explanation:

Person X finds that cost of purchasing the Piano S is $87,000. Person X states that this product is of a great value because it is a handcrafted product and the higher cost always results in a higher quality.

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Costco can purchase a bag of Starbucks coffee for $20.00 less discounts of 20%, 15%, and 7%. It then adds a 40% markup on cost. Expenses are known to be 25% of the regular unit selling price. a. What is the cost of the coffee?  What is the regular unit selling price?  How much profit will Costco make on a bag of Starbucks coffee?  What markup on selling price percentage does this represent?  Repeat questions (a) through (d) if the list price changes to $24.00.
Some high-fashion retailers, notably H&M and Zara, sell what some call“disposable fashion”—apparel priced so reasonably low that it can bedisposed of after just a few wearings. Here is your dilemma: You havean important job interview and need a new suit. You can buy the suit atone of these stores for $129 or at Brooks Brothers for $500. Of course,the Brooks Brothers suit is of higher quality and will therefore lastlonger. How would you use the two value-based approaches describedin this chapter to determine which suit to buy?
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