MARKETING-CH 18-PERCEPTUAL MAP

market segmentation, targeting, and product positioning
Target marketing is an essential practice involving three interrelated activities: market segmentation, targeting, and product positioning
Product positioning
________________________ involves the determination of an appropriate and effective image for products to convey to customers
Perceptual Map
The ______________ consists of two intersected axes that represent different product-related attributes; Products are plotted on the Map based on how consumers perceive them in the context of designated product attributes.
Perceptual Maps
________________ can be used for assessing consumer perceptions regarding current products, as well as potential products
Perceptual Map
The ___________ serves as a helpful tool for understanding consumer perceptions of product offerings; the tool greatly assists us in our ongoing product positioning responsibilities
consumer perceptions
Perceptual Maps deal with ____________