The in-class assignment will deal with what has been discussed in Chapter 5 (Consumer Markets & Buyer Behavior). Please answer the 2 questions online in Moodle after reading through the assignment. The assignment document is at the end of presentation Chapter 5. Marketing by the Numbers: Evaluating Alternatives One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each attribute, such as screen size, is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute. For example, in the following table, price (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that Brand C performs best on price, rating it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating of 3). Screen size and available apps are the consumer's next most important attributes. Operating system is least important. Question 1 - Calculate the scores for brands B and C. Which brand would this consumer likely choose? (AACSB: Communication: Analytic Reasoning) Question 2 - Which brand is this consumer least likely to purchase? Discuss two ways the marketer of this brand can enhance consumer attitudes toward purchasing its brand. (AACSB: Communication: Reflective Thinking, Analytic Reasoning) The in-class assignment will deal with what has been discussed in Chapter 5 (Consumer Markets & Buyer Behavior). Please answer the 2 questions online in Moodle after reading through the assignment. The assignment document is at the end of presentation Chapter 5. Marketing by the Numbers: Evaluating Alternatives One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each attribute, such as screen size, is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute. For example, in the following table, price (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that Brand C performs best on price, rating it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating of 3). Screen size and available apps are the consumer's next most important attributes. Operating system is least important. Question 1 - Calculate the scores for brands B and C. Which brand would this consumer likely choose? (AACSB: Communication: Analytic Reasoning) Question 2 - Which brand is this consumer least likely to purchase? Discuss two ways the marketer of this brand can enhance consumer attitudes toward purchasing its brand. (AACSB: Communication: Reflective Thinking, Analytic Reasoning)