Marketing Management (C)

Fall 2014-15

Assignment 2
Submission Date: Tuesday, 10th February, 2015
Task
This assignment will cover the application of Customer Perceived Value to enhance its
understanding and importance for customers and marketers.
Your task is to choose two products (one each from a different company, and preferably in
Pakistan), and then answer the following questions:
1. How is the target market for both products making its purchase decisions? How do you
think they evaluate the perceived value that they expect to gain from the purchase vs. the
costs associated with acquiring the product or service
2. Based on the Customer Perceived Value diagram on page 109, describe what activities,
thoughts, or events occur as customers go through each step in the diagram
3. The importance of each individual cost or benefit will differ based on your chosen product
(e.g. durable vs. non-durable; high involvement vs. low involvement)
4. For your chosen product, do you think its target customers are maximizers (rational) or
satisficers (bounded rationality)?

Guidelines
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You can do this assignment individually, or in groups of TWO

The assignment must be typed and formatted in a professional manner
There will be negative marking on late submissions
When using information from other sources, provide in-text citations as well as proper
references at the end of the document