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Perceptual Maps in Marketing


# 96114
Perceptual Maps in Marketing
An analysis of the use of perceptual maps in marketing, including details of specific situations and recommendations.
1,105 words (approx. 4.4 pages) | 3 sources | MLA | 2007 United States


Paper Summary:

This paper provides a summary of a simulation for using perceptual maps in marketing. For each major phase of the simulation, the paper details the situation and recommends a solution. It also provides justification for the recommendation and its results. The paper presents the relationship between differentiation and positioning of products and service in relation to the expected results. It discusses the impact of the life cycle of the product on marketing initiatives along with what impact the product life cycle had on the product in the simulation.

Table of Contents:
Abstract
Using Perceptual Maps in Marketing
Phase One
Phase Two
Phase Three
Differentiation and Positioning
Product Life Cycle
Conclusion

From the Paper:

"A consumer's perception to a product, service or company is detrimental to the success of an organization. Because of this, organizations use perceptual maps to gauge consumer perception and develop strategic marketing initiatives. "Perceptual maps are visual representations of what the customer thinks of the brand, service or product" (UOP, 2006 1). This paper provides a summary of simulation for using perceptual maps in marketing. For each major phase of the simulation, the situation is detailed along with the recommended solution, justification for the recommendation and the results for the recommendation. Presented is the relationship between differentiation and positioning of products and service in relation to the expected results. The impact of the life cycle of the product on marketing initiatives along with what impact the product life cycle had on the product in the simulation is also detailed."

Sample of Sources Used:

  • Kotler, P., Keller, K.L. (2006). Marketing Management p.3-279. Prentice-Hall Publishers 12 ed.
  • Perreault, W.D., McCarthy, E.J. (2005). Basic Marketing: A Global Managerial Approach p. 2-300. The McGraw-Hill Compnaies15ed.
  • University of Phoenix (2006). Week 4 "Using Perceptual Maps in Marketing" Simulation. MKT/421 Marketing Course Website: https://ecampus.phoenix.edu/ secure/resource Sourced December 13, 2006.

Cite this paper

APA Citation:

Perceptual Maps in Marketing (2012, January 15). Retrieved February 13, 2012, from http://www.academon.com/Term-Paper-Perceptual-Maps-in-Marketing/96114

MLA Citation:

"Perceptual Maps in Marketing" 15 January 2012. Web. 13 Feb. 2012. <http://www.academon.com/Term-Paper-Perceptual-Maps-in-Marketing/96114>




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Published by:

Zoey US
Publisher Since:
May 06, 2007
University of Phoenix Bachelors of Science in Business Management Masters in Business Administration Mangement Graduated with a 4.0 GPA
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