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Price-Performance Value Mapping (Table 1 and Figures 1)
Table 1: Performance Versus Price and Customer Value
Competing Digital Cameras
No.
Performance Rating
Product Price
Fair Price
Customer Value
Canon A590
1
80
$180
$224
$44
Canon SD790
2
90
$300
$246
-$54
Canon SD870
3
$280
-$56
Casio EX-29
4
70
$150
$202
$52
Casio EX-280
5
50
$157
-$523
Fuji J10
6
$130
$72
Kodak V1033
7
$200
$24
Kodak V1073
8
60
$230
$179
-$51
Nikon P60
9
-$28
Pentax M50'
10
$22
Average
72
$206
$0
Figures 1: Customer Value and Value Map
A. How would the customer value change if the price of the Canon A590 increased from $180 to $199?
B. How much could the price of the Fuji J10 be increased if Fuji wanted the camera to have a $10 value advantage over the next best customer value in the market?
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