The Score

Together, Price, Product, Promotion and Place drive most of the score. For example, if the product had a great price and design with an adjusted base score of 80, but Awareness of 50% and Accessibility of 50%, the people conducting the survey would say: "The design is great and so is the price, but only half of the customers have heard of it (awareness), and of those, only half could easily take delivery (accessibility." The net score would be:

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

However, some 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 cut factors 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.