Power tells us whether an individual craves leadership or responsibility, or would rather work in a service capacity.

Independence reveals how a person forms their relationships with regard to autonomy or in association with other people. Curiosity reveals the importance of knowledge in a persons life, and why they want to acquire knowledge. Acceptance shows who, or what a person uses to construct a positive self-image. 0rderthe strength of the basic desire of Order shows how much structure or flexibility a person needs in their life. Saving has its evolutionary origin in the storing of supplies. The strength of this basic desire shows how important it is emotionally for a person to have possessions. Honour reveals whether an individual seeks to remain true to their principles, or is goal-oriented. Idealism considers the altruistic element of morality, and reveals the importance of responsibility with respect to fairness and social justice. Social Contact shows the importance of social acquaintances. Here, the quantity of contacts is significant. Family reveals how strong the desire to care for others is (with regard to a persons own children). Status is the desire either to be conspicuously different from others in an elitist sense, or to be ordinary and like everyone else. Vengeance is chiefly about comparing oneself to others. It includes on the one hand aggression and retaliation, and harmony and conflict-avoidance on the other. Romance reveals the importance of sensuality in an individual s life. Besides sex, this desire includes all other aspects of sensuality, e.g. design, art, and beauty. Eating seeks to determine the importanc e of eating in a persons life. How much does the pleasure of eating well contribute to a satisfying life? Physical Activity reveals the importance of physical activity (at work or playing sport) for a satisfying life. Tranquillity can also be described as emotional stability. It identifies the importance of stable emotional relations for a satisfying life.

Q1: What is the nature of the product? What are its strengths and weaknesses? A1: The Beach Carrier is a new product concept developed by Mary Ricci. It is a large, lightweight, durable bag that is designed to carry everything required for a day at the beach, including a chair. The Beach Carrier can be folded down to a 12-inch by 12-inch square for easy storage when not in use. It comes with an adjustable strap and various-sized pockets for carrying all types of items to the beach or other outdoor activities (i.e. concerts, picnics, and barbecues). The Beach Carrier possesses several strengths relative to competitive products in the market, including the following: 1. First, the overall product concept of a single bag that can carry all of the things needed for a day at the beach is a differentiator. 2. Secondly, the Beach Carrier can be easily handled and stored when not in use as it can be folded down to a 12-inch by 12-inch square. 3. The Beach Carrier is large and roomy and contains multiple compartments and different-sized pockets. It can accommodate carrying items varying in size from a bottle of sunscreen to a beach chair or ski boots. 4. It is manufactured in a lightweight, tear-resistant, fade-proof fabric that dries quickly and is thus suitable for a range of outdoor activities. 5. The Beach Carrier will be offered in a variety of fluorescent and conservative colors, where competitive products are only sold in three colors. 6. The selling price of the Beach Carrier will range from $12.99 to $14.99 versus a range of $16.95 to $59.99 for similar, competitive products. Some of the weaknesses of the Beach Carrier include the following: 1. The Beach Carrier is 36-inch by 36-inch when in use and this size was perceived to be much larger than necessary by many members of a focus group. 2. The Beach Carriers overall size may be more cumbersome to handle relative to its top two competitors, the Caddy-Shack and the Wonder Wheeler