I am stuck - How do I find the trailing values?

Delta Airlines

Delta Airlines wants to determine the profit-maximizing price to charge for a 9 a.m. New York to Chicago flight.

The manager also needs to know the following:

• The brand equity of Delta compared to United and Southwest Airlines.
• The level of price sensitivity of consumers when choosing from the three flights.

A focus group has been shown five price scenarios.

The Airlinedata.xlsx includes the following information:

• The five price scenarios.
• The number of picks for each flight in each scenario.

Question 1.1: Which Airline has more brand equity on this route?

Question 1.2: Are consumers sensitive to the price changes of the three airlines?

Delta Non stop	United Nonstop	Southwest Nonstop	Nothing	Delta non Stop	United Non stop	Southwest Nonstop
25	37	25	12	$500.00	$390.00	$370.00
29	32	26	12	$480.00	$400.00	$360.00
32	29	26	14	$490.00	$430.00	$380.00
29	29	27	16	$510.00	$440.00	$385.00
27	31	27	16	$520.00	$435.00	$390.00

		Delta	United	Southwest	None
	Brand Equity				0													Maximum Likelihood
	Price Sensitivity																	-694.5334749
						Number of Picks			Utility				Probability of Choice
	Price Scenarios	Brand A	Brand B	Brand C		Brand A	Brand B	Brand C	None	Brand A	Brand B	Brand C	None	Brand A	Brand B	Brand C	None	Ln(Likelihood)
	1	$500.00	$390.00	$370.00		25	37	25	12	0	0	0	0	0.25	0.25	0.25	0.25	-137.2431418
	2	$480.00	$400.00	$360.00		29	32	26	12	0	0	0	0	0.25	0.25	0.25	0.25	-137.2431418
	3	$490.00	$430.00	$380.00		32	29	26	14	0	0	0	0	0.25	0.25	0.25	0.25	-140.0157305
	4	$510.00	$440.00	$385.00		29	29	27	16	0	0	0	0	0.25	0.25	0.25	0.25	-140.0157305
	5	$520.00	$435.00	$390.00		27	31	27	16	0	0	0	0	0.25	0.25	0.25	0.25	-140.0157305