answer the question

Read the chapter (attached) carefully, and then answer each case separately:

1- Case in Crawford, chapter 4, page 126

  • What was IDEO’s contribution?
  • What was unusual about IDEO?
  • How else could P&G have generated concepts?

2- Case in Crawford, chapter 5 page 151

  • All seemed to be going well into clinical trials then “something got lost in translation”. What went wrong?
  • What could product dev team done differently?

3- page 150 Q 2

4- Chapter 6 Crawford, page 170.

Pick two of the non-price attributes that you consider to be important in choosing a smartphone. Using these attributes, construct a Perceptual (positioning) map for this product using the information provided in the table. Plot one of the attributes as a “per-dollar” value: divide the ratings on this attribute by the price.

Alternatively, you use 3 attributes, by combining 2 attributes (typically multiply) to get a composite for one axis.

5- Text Application question 3. page 169

"Our Prices Start at $11.99. As Our First Client, Use Coupon Code GET15 to claim 15% Discount This Month!!":

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