Perception Mapping

Paper Summary:

This paper discusses the basic premises of marketing as they are illustrated through the completion and interpretation of a marketing simulation that illustrates perception mapping. Particular emphasis is given to the concepts of differentiation and positioning of products or services as well as the impact of the product life cycle on marketing endeavors within the marketing plan. Finally some of the more prominent environmental factors affecting global and domestic marketing decisions are discussed.

From the Paper:

"Situation one indicated a need to establish an alternate marketing strategy that would end the declining product sales and reestablish Thor Motorcycles as a lifestyle leader rather than simply a product manufacturer. By settling on a market strategy to reposition Cruiser Thor rather than completely reintroduce it as another brand and sacrifice its current brand equity and market identity, Cruiser Thor was given a lease on its market life. Once this strategy is decided upon, examining the marketing adjustments within its marketing plan is a simple, but no less important task. Certainly, because of the price constraints, repositioning Cruiser Thor to appeal to younger buyers was out of the question so this particular strategy was easily dealt with."

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