The Score

Together, Price, Product, Promotion and Place drive most of the score. For example, if the product had a great price and design worth 80, but Awareness of 50% and Accessibility of 50%, customers might say, "The design is great and we like the price, but only half of us ever heard of it, and of those, only half could easily take delivery." The net score would be

80 X (100%-50%)/2 X (100%-50%)/2 = 80 X 75% X 75% = 45.

However, several remaining factors could cause the score to fall further.

The Rough Cut factors (pricing outside the range, positioning outside the inner Fine Cut perceptual map circle, or MTBF below the expected range) can cause the score to fall to zero. The Rough Cuts are what drive segmentation. A High End product, for example, could not sell to a Low End customer - it fails both the positioning and price rough cuts.

The Accounts Receivable Policy can cause the score to fall. At zero days (that is, you expect customers to pay immediately) the score falls to 60% of its former value. At 30 days, the score is 95%. At 60 days, the score is 98.5%. At 120 days, the score remains at 100% of its value.