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For the purposes of this example, consider a purchase of a notebook computer.

Below are 8 options for this computer.

They differ in 3 basic benefits (weight, the length of the battery life, and the price).

Rank order these 8 options from 1-8 by assigning 8 to your most preferred option and 1 to your least preferred option (it is very important that you assign 8 to your most preferred option.)

Option
Weight
Battery Life
Price
Ranking
1
5 Pounds
2 Hours
$2500
2
8 Pounds
4 Hours
$1500
3
8 Pounds
2 Hours
$2500
4
5 Pounds
4 Hours
$2500
5
5 Pounds
2 Hours
$1500
6
8 Pounds
4 Hours
$2500
7
8 Pounds
2 Hours
$1500
8
5 Pounds
4 Hours
$1500


ABOUT THE AUTHOR

image of Allen Weiss

Allen is founder, CEO, and Positioning Practice Lead at MarketingProfs. Over the years he has worked with companies such as Texas Instruments, Informix, Vanafi, and EMI Music Distribution to help them position their products defensively in a competitive environment. He is also the founder of Insight4Peace and the Director of Mindful USC.