MKT503 Marketing Management

Honor Policy Declaration:

Name: Yulin Sun
Declaration: I hereby declare that the answers which I am submitting are entirely my own, and
that I have not consulted with anyone in their preparation.
(Electronic) Signature: Yulin Sun
Date: 12/12/2015

1. (10 pts) Is 1-Day Acuvue a superior product? How would a patient pick between a 1-day,
7-day and 14- day contact lens?
2. (10 pts) What is the value of a 1 Day Acuvue user, a 7-Day Acuvue user, and a 14-Day
Surevue user to Vistakon? (Base your calculations on ONE year of usage.)
3. (10 pts) What are the main issues limiting consumer adoption of 1-Day Acuvue?
Consider adoption for patients and for channel partners. Provide support for your
arguments.
4. (5 pts) What does the test results presented in Exhibit 21 tell you about who is adopting
the 1-Day Acuvue?
5. (15 pts) Which segment of patients should Vistakon target for 1-Day Acuvue? Why did
you pick this segment and not the other potential segments of consumers?
6. (5 pts) What is your positioning statement for your target market?
7. (15 pts) What price should Vistakon charge for 1-Day Acuvue? Discuss the implications
of your pricing decisions on channel partners.
8. (10 pts) What other marketing tactics do you recommend and why?

Your analysis is limited to 2 pages of text, double-spaced, 12 font-size, 1 inch margins. Up to 2

page of appendices (graphs, calculations, tables, etc.) may be added