Mark MUpp Has Just Been Fired as the University Bookstore Manager

question 104

Essay

Mark M.Upp has just been fired as the university bookstore manager for setting prices too low (only 20 percent above suggested retail).He is considering opening a competing bookstore near the campus, and he has begun an analysis of the situation.There are two possible sites under consideration.One is relatively small, while the other is large.If he opens at Site 1 and demand is good, he will generate a profit of $50,000.If demand is low, he will lose $10,000.If he opens at Site 2 and demand is high, he will generate a profit of $80,000, but he will lose $30,000 if demand is low.He also has the option of not opening either.He believes that there is a 50 percent chance that demand will be high.Mark can purchase a market research study.The probability of a good demand given a favorable study is 0.8.The probability of a good demand given an unfavorable study is 0.1.There is a 60 percent chance that the study will be favorable.Should Mark use the study? Why? What is the maximum amount Mark should be willing to pay for this study? What is the maximum amount he should pay for any study?

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Definitions:

Marketing Success

The achievement of marketing objectives such as increased sales, market share growth, or enhanced brand awareness.

Increased Synergies

The enhanced value or performance resulting from the combination of two or more elements, teams, or businesses, which is greater than the sum of their individual effects.

Customers

Customers are individuals or entities that purchase goods or services from a business.

Mass Customization

A business strategy that combines the efficiency of mass production with the personalization of custom-made products, allowing for large-scale manufacturing of customized items.