Using Perceptual Maps in Marketing Case Study by TM Dickens

Using Perceptual Maps in Marketing
A research paper on using perceptual maps in marketing motorcycles.
# 119907 | 1,174 words | 3 sources | APA | 2010 | US
Published on May 28, 2010 in Business (Companies) , Business (Marketing) , Business (Consumer Behavior)

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This paper outlines and explains the use of perceptual maps in marketing motorcycles, with a focus on the Thorr Company's main product - the Cruiser Thorr. The paper clarifies that the perceptual map presented within the simulation is a visual representation of a customer base's potential opinion of this brand. The paper also explores recommended solutions and various marketing components. The paper concludes that the overall image or differentiation of a product is highly responsible for its success as well as the success of the brand.

Using Perceptual Maps in Marketing
Recommended Solutions or Remedies
Marketing Components

From the Paper:

"The most logical solution or remedy for this situation is reformulating or revamping the areas of price control, product service, and design and engineering concepts. Since this product is a Cruiser style bike design and engineering are important to the overall image as well as the performance of the product itself. Since the listed nature of this products appeal is style it is important that this fact is emphasized during the entire process of redevelopment. Other important details that control the perceptions of the product are the capacity and design and size of the engine, and any other unique qualities and elements of the manufacturing process that make this product stand out from those developed by its competition. Since the motorcycles are high end products emphasizing the quality would be a firm sales point and appeal to those looking for something different in this flooded market. Producing these types of quality products will help to improve the image of Thorr motorcycles and increase customer loyalty."

Sample of Sources Used:

  • No Author(2009),, Reasons for buying a motorcycle, retrieved online 02/21/2010 from:
  • No Author(2009), Multiple definitions,, retrieved online 02/21/2010 from:
  • No Author(2009), Statistics on motorcycle marketplace,, retrieved online 02/21/2010 from: productid=1097893&g=1

Cite this Case Study:

APA Format

Using Perceptual Maps in Marketing (2010, May 28) Retrieved December 08, 2019, from

MLA Format

"Using Perceptual Maps in Marketing" 28 May 2010. Web. 08 December. 2019. <>