199. The axes on a perceptual map are A. two product attributes each listed in terms of their opposites. Marketing research. (2008) examined the effective factors for the degree of the attention of the individuals. Typically, a perceptual map has 2 lines: the x and y-axis. E. customer perceptions and company product positioning. used perceptual maps to display the result of segmenting web shoppers' behaviors who are shopping online or making cost collation on web. B. market share and actual revenues. A. Perceptual Maps Perceptual maps are used to depict the positioning of competing products graphically. Firms use perceptual or positioning maps to help them develop a market positioning strategy for their product or service. These are by using a suitable market research study or by relying upon management’s experience. A perceptual map is a visual technique used by marketers to help understand how consumers perceive competing brands within a marketplace. Firms use perceptual maps to help them develop a market positioning strategy for their product or service. The x-axis goes left to right and the y-axis goes bottom to top. D. firm segment and closest competitor's segment. Perceptual mapping / Market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. There are two main options for the base information used to construct a perceptual map. When marketing analysts examine perceptual maps, they can identify competitors, identify opportunities for doing more business, and diagnose potential problems in the marketing mix. Vanlaar et al. A perceptual map can also be used to represent a company's situation relevant to the competition. As you can imagine, perceptual maps rely upon significant data for their construction. The second approach to perceptual mapping used to use a statistical technique called correspondence analysis. 60) A perceptual map is used to _____. The positioning of a brand is influenced by customer perceptions rather than by those of businesses. C. quality and product costs. It is called a perceptual map because it maps the “perception” of consumers and how they understand the positioning of competing brands. Perceptual Maps are a Visual Tool for Marketers. A perceptual map, also called as a positioning map, is a visual representation of how consumers perceive your brand, which is in the form of a graph. A) compare and contrast consumer psychographic segments B) create consumer cross-tabulations for marketing research C) locate consumers within a primary metropolitan statistical area (PMSA) D) determine how consumers position products in relation to one another E) identify the critical stage of the targeting process for the marketer Answer: D Diff: 2 … As the maps are based on the perception of the buyer they are sometimes called perceptual maps. The word perceptual comes from the word perception, which refers to the consumer's knowledge of the competitive products on the market with the accompanying attributes. Using a computer, a statistical program (such as SPSS) has the capacity to map multiple product attributes at the same time. Any criteria can be used for the map for example price, quality, status, features, safety, and reliability. MCAT Psych and Soc Learn with flashcards, games, and more — for free. 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