TEST YOUR KNOWLEDGE: PRICE POINT COVERAGE

Answer to Question 1: Both the product and the company are Performance Leaders.

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Answer to Question 2: Sherwin-Williams is a Standard Leader company producing Performance Leader (Martin-Senour), Standard Leader (Sherwin-Williams), and Price Leader (Dutch Boy and Kem-Tone) products.

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Answer to Question 3: Network TV is the Standard Leader product for advertising. Cable channels are Price Leaders.

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Answer to Question 4: Merrill Lynch is a Standard Leader company introducing a Performance Leader product in the CMA.

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Answer to Question 5: The private label goods are Price Leader products.

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Answer to Question 6: The micro co-generation plant is a Next Leader product offering the user unique benefits and low prices.

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Answer to Question 7: Coleman is a Standard Leader competitor in the camping industry. Its new boat was a Next Leader product that became a Standard Leader product in its industry.

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Answer to Question 8: Royal Crown is a Standard Leader company introducing a Performance Leader product in its draft cola.

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Answer to Question 9: Marlboro is a Standard Leader product competing here against Price Leader discount products.

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Answer to Question 10: Blockbuster is a Standard Leader company in the video rental market. It introduced Standard Leader products in other industries in competition with much larger Standard Leaders.

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Answer to Question 11: Malt-O-Meal is a Price Leader company selling Price Leader products.

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Answer to Question 12: P&G is a Standard Leader company introducing a Price Leader product.

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Answer to Question 13: Microsoft is a Standard Leader in the business software market. However, in this database market the company operates as a Price Leader competitor.

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Answer to Question 14: HealthInfusion is a Next Leader company. It has unbundled the product, eliminating expensive hospital services not needed by its customer segment. In return, it adds back the benefit of home visits.

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Answer to Question 15: While, on price per coupon, Catalina appears to be a Performance Leader product. On price per converted customer the product is a Next Leader.

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