Question

NARRBEGIN: SA_68_73
Suppose that GM earns a $4000 profit each time a person buys a car. We want to determine how the expected profit earned from a customer depends on the quality of GM's cars. The customer is assumed to buy a new car every five years, for a total of 10 cars through her lifetime. The customer will keep buying GM cars so long as they are satisfied with them. The probability that the customer will be satisfied with her GM car is 80%. If she is not satisfied with her GM car, she will buy another brand (we"ll call all other brands cumulatively "Toyota"). The probability that she is satisfied with "Toyota" is 85%.
NARREND
Using your answers to Questions 69 and 70, and without simulating the model again, estimate how much an extra 5% customer satisfaction is worth to GM.

Answer

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