Order Description Analysis of womens' athletic footwear market.

1. Introduction and product/service description (definition of product category, salient attributes, surrogate cues, relevant costs, general information)

2. Major competitors (brief discussion of the relevant products

3. Value: General benefits & costs (why are the buyers buying ­ most important benefits, give reasons for purchasing in each benefit class, what possible costs are there, what is the general value order among competitors, is the benefit/cost ratio acceptable in this industry)

4. Value ­ competitors (discussion of the competitors in relation to beneifts and costs ­ maybe a table here)

5. Value: Buyer segments (think of the benefits and costs categories as a segmentation scheme... discuss the relevance of each of these segments.)