COMPXM CAPSTONE BUSINESS
SIMULATION UPDATED EXAM QUESTIONS
AND CORRECT ANSWERS
●● Buying Criteria
Answer: Price, Age, MTBF, and Positioning
Positioning and price criteria change every year.
Age and MTBF criteria always remain the same.
●● Positioning
Answer: Size and Performance
●● Perceptual Maps
Answer: Position of each each product is placed to determine customer
demands.
Over time, your customers expect products that are smaller and faster,
causing segments to drift each month, at different rates.
●● Customer Survey Score
Answer: Drives product demand; higher score outsells lower score.
Evaluates each product against the buying criteria.
Scores are calculated each month.
,Demand in any month is your score divided by the sum of the
competitors scores
●● Perfect Customer Survey Score
Answer: Is positioned at the ideal spot (only once a year)
Is priced at the bottom of the expected range
Has the ideal age for that segment (only once a year)
Has an MTBF specification at the top of the expected range
●● Rough Cut Circle
Answer: Dashed outer circle; Customers will not purchase a product
outside of this circle; products here will have reduced customer survey
scores
●● Fine Cut Circle
Answer: Solid inner circle; Heart of the segment; Customers prefer
products within this circle
●● Ideal Spot
Answer: Point in the heart of the segment where, all other things being
equal, demand is highest.
●● Perfect world Segment Movement
, Answer: Product positioned in front of the ideal spot in January, on top
of the ideal spot in June, and trail the ideal spot in December; then it
would complete an R&D project to jump in front of the ideal spot for
next year.
●● Price Score
Answer: Every segment has a $10.00 price range; customers prefer
toward the bottom of the range; Sensors priced $5 above or below the
segment guidelines lose 20% of their customer survey score for each
dollar above or below. At $5, demand = 0; As price goes down, price
score goes up
●● MTBF Score
Answer: Number of hours a product is expected to operate before it
malfunctions; customers prefer products towards the top of the range;
Each segment as a 5,000 hour range; products lose 20% of their demand
score for every 1,000 hours below the guideline; customer survey score
improve as MTBF increases.
●● Age Score
Answer: A product will never be too young or too old to be considered
for purchase; preferred age differs based on customer segment
●● What generates Customer Survey Score?
Answer: 4 P's - Product, price, place, and promotion
SIMULATION UPDATED EXAM QUESTIONS
AND CORRECT ANSWERS
●● Buying Criteria
Answer: Price, Age, MTBF, and Positioning
Positioning and price criteria change every year.
Age and MTBF criteria always remain the same.
●● Positioning
Answer: Size and Performance
●● Perceptual Maps
Answer: Position of each each product is placed to determine customer
demands.
Over time, your customers expect products that are smaller and faster,
causing segments to drift each month, at different rates.
●● Customer Survey Score
Answer: Drives product demand; higher score outsells lower score.
Evaluates each product against the buying criteria.
Scores are calculated each month.
,Demand in any month is your score divided by the sum of the
competitors scores
●● Perfect Customer Survey Score
Answer: Is positioned at the ideal spot (only once a year)
Is priced at the bottom of the expected range
Has the ideal age for that segment (only once a year)
Has an MTBF specification at the top of the expected range
●● Rough Cut Circle
Answer: Dashed outer circle; Customers will not purchase a product
outside of this circle; products here will have reduced customer survey
scores
●● Fine Cut Circle
Answer: Solid inner circle; Heart of the segment; Customers prefer
products within this circle
●● Ideal Spot
Answer: Point in the heart of the segment where, all other things being
equal, demand is highest.
●● Perfect world Segment Movement
, Answer: Product positioned in front of the ideal spot in January, on top
of the ideal spot in June, and trail the ideal spot in December; then it
would complete an R&D project to jump in front of the ideal spot for
next year.
●● Price Score
Answer: Every segment has a $10.00 price range; customers prefer
toward the bottom of the range; Sensors priced $5 above or below the
segment guidelines lose 20% of their customer survey score for each
dollar above or below. At $5, demand = 0; As price goes down, price
score goes up
●● MTBF Score
Answer: Number of hours a product is expected to operate before it
malfunctions; customers prefer products towards the top of the range;
Each segment as a 5,000 hour range; products lose 20% of their demand
score for every 1,000 hours below the guideline; customer survey score
improve as MTBF increases.
●● Age Score
Answer: A product will never be too young or too old to be considered
for purchase; preferred age differs based on customer segment
●● What generates Customer Survey Score?
Answer: 4 P's - Product, price, place, and promotion
