Perceptual Maps
1. What are some events which dictate that a perceptual map cannot be used?
2. Where would you get data for a perceptual map?
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Please refer to file response attached, which is also presented below. I attached one other source as well. I hope this helps and take care.
RESPONSE:
1. What are some events, which dictate that a perceptual map cannot be used?
I do not know of any circumstances where a perceptual map cannot be used. Every company has product to market, competitors, and customers. Every manger is capable and should research the market place, both the competition and the customers. There may be some, but from my research and knowledge, I do not know of any circumstances where a perceptual map cannot be used.
2. Where would you get data for a perceptual map?
Perceptual mapping is ...
Solution Summary
This solution explains events which dictate when a perceptual map cannot be used and where you would get data for a perceptual map.
The way to determine a product or service's current position in the marketplace compared to the competition is with a customer perceptual map. Most of your staff are not familiar with this concept,
The way to determine a product or service's current position in the marketplace compared to the competition is with a customer perceptual map. Most of your staff are not familiar with this concept, so you provide them with an example.
Choose a product or service and identify three companies who manufacture it. For example, you might choose peanut butter as the product you will study. Then identify three peanut butter manufacturers. Next create two questions about how the peanut butter product is positioned compared to its competitors, the other two brands of peanut butter. Ask six people your questions and plot their answers on your perceptual map. Analyze your results, draw conclusions (such as, do you think the product or service is competing head-on or is avoiding competition?), and if needed, make recommendations about the positioning of your chosen product.
Examples of customer perceptual maps may be found at: Perceptual Mapping.
A grid is available at: Perceptual Map Grid which may be used to create your map. There are two grids in this Excel file, each with different values. You may choose either file to fit the style of map you want to create.
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