MK-049 | Interpreting the acceptable price range
For a regular chat, upload packs/mk-049.md. It includes the shared rules, this method, and required references
Purpose
This skill delivers: Explanation of intersections, the reasonable price range, and their limitations
Curve intersections, cost floors, and launch decisions are distinct tasks; a price intersection does not guarantee maximum profit
Required inputs
Provide the target group, four original answers, product/quantity and currency, sampling and cleaning rules. For existing curves, include the price grid, cumulative direction, and denominator. Explain the method with explicit assumptions when appropriate; costs are needed only for business-feasibility assessment
Method
- PMC, the minimum reasonable price, is the intersection of "too cheap" and "somewhat expensive"; prices below it may raise quality concerns
- PME, the maximum reasonable price, is the intersection of "good value" and "too expensive"; prices above it may exceed the target group's perceived value
- Treat PMC–PME as the reasonable price range, then assess it alongside costs and the contribution margin ratio rather than relying only on the survey
Calculations and interpretation
At a common price p, use the same N responses with all four answers valid: the too-cheap proportion is the count with too-cheap threshold >= p divided by N; bargain/cheap uses the same direction. The somewhat-expensive proportion is the count with somewhat-expensive threshold <= p divided by N; too-expensive uses the same direction. All four curves share the price grid and denominator. Retain missing answers, inconsistent price ordering, and cleaning rules; do not discard answers to force an intersection
A discrete grid brackets a crossing interval. Report an estimated crossing only with a stated interpolation method. Report absent crossings or overlapping intervals rather than inventing a unique precise value. PMC crosses too-cheap with somewhat-expensive; PME crosses bargain/cheap with too-expensive; OPP crosses too-cheap with too-expensive; IPP crosses bargain/cheap with somewhat-expensive. These describe this sample's price perceptions; check costs and actual purchases separately
Required output fields
| Order | Field | How to complete |
|---|---|---|
| 1 | Price point | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Valid response count | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Cumulative proportion for each question | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Intersection definition | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Interpretable result | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Excluded/unprocessed count | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Limitations | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
Verification cases
MK-049-A1 | At a price, two of four valid respondents have too-cheap thresholds >= p
Expected: The too-cheap proportion is 2/4 = 50%; use the same denominator and each curve's direction for the other questions
MK-049-A2 | No crossing appears on the discrete grid
Expected: Report the absent intersection and interpretable range; do not use an average price as a crossing
Method sources
Source file: 營業額提升主要關鍵（一）縱深橫寬產品/產品線企劃策略
Location: PSM
Source basis: extracted from course materials
Source URL: https://docs.google.com/presentation/d/1lIddPByRFVZeT-TR3CSaL_lEKkpJRloL6JQBLg1fO50/edit
English translation of source excerpt:
Van Westendorp's PSM (Price Sensitivity Measurement) fundamentally asks about the target consumer's acceptance of a price. It asks not only whether a price is expensive or cheap, but also which price is "too cheap"
