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Marketing Decision Rules Essay

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Below is an essay on "Marketing Decision Rules" from Anti Essays, your source for research papers, essays, and term paper examples.

Individual Case: Decision Rules

Decision Rules I: Introduction to Decision Rules

Name: Decision Rule

  1. Mark G: Elimination-by-Aspects Rule
  2. Patricia L: Lexicographic Rule
  3. Kelsey K: Compensatory Rule
  4. Laura M: Elimination-by-Aspects Rule
  5. Ron J: Conjunctive Rule
  6. Bruce F: Compensatory Rule
  7. Meghan E: Lexicographic Rule
  8. Doris A: Conjunctive Rule

Decision Rules II: The Application of Decision Rules

  1. Laura M: Elimination-by-Aspects Rule
  2. Patricia L: Lexicographic Rule
  3. Bruce F: Compensatory Rule
  4. Doris A: Conjunctive Rule

Four Interviewees attached same level of importance to the five product attributes and rated the brands in exactly the same way in terms of their performance on each of these attributes.

The table below represents the four consumers’ responses within the in-depth interviews, and specifically identifies: 1) The relative importance of each of the attributes investigated (100 points were distributed among five attributes to reflect their importance), and 2) The numbers indicating how well they perceived each alternative brand of camera as scoring with respect to each attribute (on a scale of 1 to 10, 10 representing the most positive score).

THE APPLICATION OF DECISION RULES |
Product | Importance | Brand Scores |
Attributes | Rating | Brand A | Brand B | Brand C | Brand D |
Print Quality | 35 | 7 | 3 | 4 | 7 |
Price | 25 | 5 | 9 | 10 | 8 |
Zoom Capability | 10 | 1 | 9 | 6 | 5 |
Battery Life | 10 | 1 | 9 | 6 | 4 |
Weight | 20 | 8 | 7 | 4 | 2 |


Table Notes:
  1. Five Product Attributes: Print Quality, Price, Zoom Capability, Battery Life, Weight
  2. Importance: 100 points distributed among five product attributes
  3. Brand Scores: Each brand ranked on a scale of 1 to 10, 10 representing the most positive score
  4. Further: Interviewers determined basic cutoff points when evaluating brands in certain ways, and these were also...

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"Marketing Decision Rules". Anti Essays. 23 Jun. 2018

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APA Citation

Marketing Decision Rules. Anti Essays. Retrieved June 23, 2018, from the World Wide Web: https://www.antiessays.com/free-essays/Marketing-Decision-Rules-351917.html