管理经济学(长江商学院 陶志刚) ppt课件.pptVIP

* * * * * * * * 12 Activities then allow you to examine relative costs and relative WTP Take the cost side first, and use the snack cake example to illustrate basic steps Start with own costs, broken down by activity (or set of activities) Explore and assign cost drivers (observables) Build up competitor’s costs item by item. Typically requires a fair amount of competitor analysis, insight from functional managers and sales people who encounter the competition Perform sniff-test Hostess picture. Contrast with Little Debbie 72 cents vs. 34 cents (inexpensive r.m., bulk, natl scale, preserv--d