Current Design Co

question 26

Multiple Choice

Current Design Co. is considering two mutually exclusive, equally risky, and not repeatable projects, S and L. Their cash flows are shown below. The CEO believes the IRR is the best selection criterion, while the CFO advocates the NPV. If the decision is made by choosing the project with the higher IRR rather than the one with the higher NPV, how much, if any, value will be forgone, i.e., what's the chosen NPV versus the maximum possible NPV? Note that (1) "true value" is measured by NPV, and (2) under some conditions the choice of IRR vs. NPV will have no effect on the value gained or lost.

• A) $138.10
• B) $149.21
• C) $160.31
• D) $171.42
• E) $182.52

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Definitions:

Brand-Switching

The consumer behavior of switching from using one brand to a different brand, often influenced by pricing, promotions, satisfaction levels, or curiosity.

Unaided Recall Test

A measure of memory in which respondents are asked to remember specific information without the use of any prompts or cues, often used in market research to assess brand awareness.

Jury Test

A method used in marketing research where a product, ad, or campaign is evaluated by a panel of judges or potential consumers for feedback.

Aided Recall

A market research technique where respondents are prompted with specific cues or aids to help them remember certain information or brands.