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Studies to purchase
Study 8 - Segment Media Preferences
Study 9 - Market Forecast
Study 14 - Product Attribute Perceptions
Study 15 - Attribute Importance by Segement
Study 17 - Perceptual Map
Cost:	$466	k

Salesforce
Increase each by 4
Increase to 50%
Cost:	$2,908	k

Products
Market Study 8: Segment Media Preferences
Run Name: UMLF21084-W1
Market: Devices
Period: 3	Daibi			Danil		David - 2/3
Info. Sources	Alpha	Beta	Gamma	Delta	Epsilon
NewsPap	7	13	11	11	14	12
Radio	9	7	25	20	21	16
Journals	42	31	24	19	16	27.5
Dmail	9	15	18	25	38	16.5
Internet	33	34	22	25	11	28
Danil
Price	No change
Production	120k	Expected increase of 31k between segments 4 and 5
		Sold out at 106k
		Assume other teams will start going to STAR
Advertising	1650	Keep as is
Perceptual Shifts
Weight	Right
Complex	Right
Freq	3/5 left	Need to start shifting it towards 4
Power	Left
Speed	Right	Need to start shifting it towards 4
Daibi
Price	No change
Production	65k	Expected decrease of 7 in segment 1
		Sold 75k and have 10k in inventory
		Decreased advertising by 500k
Advertising	550
Perceptual Shifts
Weight	Right
Complex	Right
Freq	Left
Power	Left
Speed	1/5 right
David
Price	No change
Production	150k	Expected increase of 8 in segment 2 and 13 in segment 3
		Sold 138k
		Assume other teams will start going to STAR
		Decreased advertising by 300k
Advertising	2420
Perceptual Shifts
Weight	1/5 left
Complex	1/5 right
Freq	2/5 left
Power	3/5 right
Speed	No change
Total product cost	4620

R&D	-focus on 5
R&D2 - Devices
Expected price	250	Ideal for 5 is $231
Cost per unit	97		120	*Cost needs to be lower than Danil to make the R&D worth it
Weight	9.3		162	Gross profit for Danil
Complex	67.4
Freq	63.9
Power	20
Speed	29.6
R&D Cost	3061

Total of above	$11,055
Budget	$11,450
Left over to allocate	$395

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