The objective of this assignment is to go beyond theory to provide you with the necessary tools to apply the marketing concepts presented during the week to your consumer experience or to your organization or the industry in which it operates.

At the completion of this assignment you will achieve the following module objective:

ü Measure and interpret Customer Value.


1. Each student will research the assignment and post his/her response individually by the due date on the corresponding group forum (always on Sunday before midnight). Read the syllabus for a list of important points to follow.

2. You will have three days to respond to other students’ contributions challenging others’ postings; helping others understand a concept through experiences, examples, and explanations; commenting on others’ postings and contributing value to the learning. The MINIMUM number of participation postings is TWO.


The following rubric will be used to grade your work.





Incorporation of Course Concepts

Adequate course concepts are highlighted and connected to the application, showing good understanding.

(26-40 points)

Some course concepts are highlighted or connected to the application, showing some understanding.

(11-25 points)

Course concepts are not highlighted nor connected to the application.

(0-10 points)

Quality of Analysis

Critical Thinking

Adequate analysis; shows real depth of understanding of main issue(s) and its implication, arguments well supported with details.

(26-40 points)

Some analysis, main issue(s) understood but not analyzed adequately, some details.

(11-25 points)

Inadequate analysis, main issue(s) not understood, not much details

(0-10 points)


Responded well within time so that others can benefit from posting.

(15-20 points)

Responded towards the end. Showed some interaction with others.

(7-15 points)

Posted original submission late. Showed no interaction with others.

(0-7 points)

Customer Value

In this personal application assignment you will work on one product category or service offered by the organization you work for. If this is not possible, select one product of an organization in which you have worked before, or an organization you would like to work for in the future.

1) You will need to get access to the magazine “Consumer Reports” or any other consumer evaluation of a product category (see the example included under “Personal Application 1” in this session content). You do not have to use the library link to get the information you need, you can google it if you want. However, if you want free access to the magazine you can get it through FIU library. Follow these steps:

a. Go to the FIU Library login page ( and sign-in with the username and password that you use to login to BB and your FIU email account.

b. On the home page search for “Consumer Reports.” Scroll down and select from the list of options the one named “Consumer Reports online.” Click on the link next to “Click here for full text options.” On the new page select the first option “LexisNexis Academic.”

c. Then type on the search terms box the product or service category. For example, I typed razors and cereals.

2) Select from the list of references the most recent one that has a PDF file. Look for a “Ratings Table” that includes a performance index and price per brand (see attached examples).

3) Construct a Customer Value Map like the one included in Chapter 4 (pg. 134-135). In order to do so you need to calculate the relative performance, and plot them according to the corresponding price. The “Fair Price Line” is the regression of price by performance.

4) Interpret the Value Map. Connect the material in the course to your explanations. Highlight your connection(s) and concepts (refer to the syllabus for an example).Locate your organization’s product or service on the map. Discuss how would you improve your brand’s perceived customer value?

5) Since it is hard to post the graph directly in the discussion forum attach a file with the graph and post your interpretation. Please be careful to post in the corresponding forum. Include the reference.

6) Comment on other student’s value maps.