Capstone Simulation Exam UPDATED
ACTUAL QUESTIONS AND CORRECT
ANSWERS
Industry Conditions - Correct answers✔✔Traditional, Low End, High End, Performance, and
Size
Buying Criteria - Correct answers✔✔Price, Age, MTBF, and Positioning
Positioning and price criteria change every year.
Age and MTBF criteria always remain the same.
Positioning - Correct answers✔✔Size and Performance
Perceptual Maps - Correct answers✔✔Position of each each product is placed to determine
customer demands.
Over time, your customers expect products that are smaller and faster, causing segments to drift
each month, at different rates.
Customer Survey Score - Correct answers✔✔Drives product demand; higher score outsells
lower score.
Evaluates each product against the buying criteria.
Scores are calculated each month.
Demand in any month is your score divided by the sum of the competitors scores
Perfect Customer Survey Score - Correct answers✔✔Is positioned at the ideal spot (only once a
year)
, Is priced at the bottom of the expected range
Has the ideal age for that segment (only once a year)
Has an MTBF specification at the top of the expected range
Rough Cut Circle - Correct answers✔✔Dashed outer circle; Customers will not purchase a
product outside of this circle; products here will have reduced customer survey scores
Fine Cut Circle - Correct answers✔✔Solid inner circle; Heart of the segment; Customers prefer
products within this circle
Ideal Spot - Correct answers✔✔Point in the heart of the segment where, all other things being
equal, demand is highest.
Perfect world Segment Movement - Correct answers✔✔Product positioned in front of the ideal
spot in January, on top of the ideal spot in June, and trail the ideal spot in December; then it
would complete an R&D project to jump in front of the ideal spot for next year.
Price Score - Correct answers✔✔Every segment has a $10.00 price range; customers prefer
toward the bottom of the range; Sensors priced $5 above or below the segment guidelines lose
20% of their customer survey score for each dollar above or below. At $5, demand = 0; As price
goes down, price score goes up
MTBF Score - Correct answers✔✔Number of hours a product is expected to operate before it
malfunctions; customers prefer products towards the top of the range; Each segment as a 5,000
hour range; products lose 20% of their demand score for every 1,000 hours below the guideline;
customer survey score improve as MTBF increases.
Age Score - Correct answers✔✔A product will never be too young or too old to be considered
for purchase; preferred age differs based on customer segment
ACTUAL QUESTIONS AND CORRECT
ANSWERS
Industry Conditions - Correct answers✔✔Traditional, Low End, High End, Performance, and
Size
Buying Criteria - Correct answers✔✔Price, Age, MTBF, and Positioning
Positioning and price criteria change every year.
Age and MTBF criteria always remain the same.
Positioning - Correct answers✔✔Size and Performance
Perceptual Maps - Correct answers✔✔Position of each each product is placed to determine
customer demands.
Over time, your customers expect products that are smaller and faster, causing segments to drift
each month, at different rates.
Customer Survey Score - Correct answers✔✔Drives product demand; higher score outsells
lower score.
Evaluates each product against the buying criteria.
Scores are calculated each month.
Demand in any month is your score divided by the sum of the competitors scores
Perfect Customer Survey Score - Correct answers✔✔Is positioned at the ideal spot (only once a
year)
, Is priced at the bottom of the expected range
Has the ideal age for that segment (only once a year)
Has an MTBF specification at the top of the expected range
Rough Cut Circle - Correct answers✔✔Dashed outer circle; Customers will not purchase a
product outside of this circle; products here will have reduced customer survey scores
Fine Cut Circle - Correct answers✔✔Solid inner circle; Heart of the segment; Customers prefer
products within this circle
Ideal Spot - Correct answers✔✔Point in the heart of the segment where, all other things being
equal, demand is highest.
Perfect world Segment Movement - Correct answers✔✔Product positioned in front of the ideal
spot in January, on top of the ideal spot in June, and trail the ideal spot in December; then it
would complete an R&D project to jump in front of the ideal spot for next year.
Price Score - Correct answers✔✔Every segment has a $10.00 price range; customers prefer
toward the bottom of the range; Sensors priced $5 above or below the segment guidelines lose
20% of their customer survey score for each dollar above or below. At $5, demand = 0; As price
goes down, price score goes up
MTBF Score - Correct answers✔✔Number of hours a product is expected to operate before it
malfunctions; customers prefer products towards the top of the range; Each segment as a 5,000
hour range; products lose 20% of their demand score for every 1,000 hours below the guideline;
customer survey score improve as MTBF increases.
Age Score - Correct answers✔✔A product will never be too young or too old to be considered
for purchase; preferred age differs based on customer segment
