MARKETING LOOSELEAF W/CONNECT
6th Edition
ISBN: 9781264013012
Author: Grewal
Publisher: Cengage Learning
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Chapter 9.5, Problem 2PC
Summary Introduction
To determine: The six key steps to derive positioning in perceptual mapping.
Introduction: Marketing is a process by which an organization increases the number of customers and retains them by satisfying the needs of the customers.
Perceptual mapping is a technique by which the positioning of an organization is formed in comparison with the competitors on the basis of the perception of the consumers.
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- 26. What is product positioning? Repositioning?arrow_forwardRM1 5. What is positioning? a brand’s value proposition? What are the major positioning methods?arrow_forwardWhat is product positioning? Under what conditionswould head-to-head product positioning be appropriate? When should head-to-head positioning beavoided?arrow_forward
- 2. You have been put in-charge of a marketing unit for a Car Manufacturing Company (Proton). Use the Multi-attribute model to perform comparison on different attributes of the product against its competitors. Attributes Importance Proton-SAGA Honda - CITY Toyota - Yaris Comfort Value for money Styling Road-Safety Drive Engine Durability Maintenance 2. You have been put in-charge of a marketing unit for a Car Manufacturing Company (Proton). Use the Multi-attribute model to perform comparison on different attributes of the product against its competitors. Attributes Importance Proton-SAGA Honda - CITY Toyota - Yaris Comfort Value for money Styling Road-Safety Drive Engine Durability Maintenance Also explain how you can utilize this data to change consumers’ attitude towards the brand? Also explain how you can utilize this data to change consumers’…arrow_forwardHow does a UX Researcher's insights influence the priorities and decisions of a Product Manager?arrow_forwardWhat is motive of Puma’s to interduce “Clever Little Bag”?arrow_forward
- Case Discussion Questions -What features matter to customers, and which do not? -What would the optimal wearable look like? -Are you worried at all about the sample—are customers who visit the retailer representative of those who might purchase online? -If you were to cluster the customers first, and then run a separate conjoint on each cluster, do you think the results would vary? Could the company create different wearables to satisfy multiple segments? -What features do you wish the company had included that might appeal to customers more?arrow_forward34. Develop a brand name for (a) a voice-activated wireless speaker, (b) a sports apparel store, (c) an Internet grocery shopping service, (d) a mobile app, or (e) a pet-walking service. Justify your name.arrow_forwardPositioningAccording to Baines, the following examples are signs of a so-called functional positioning strategy: Select one or more options: The beer brand Stella Artois writes that they have existed since the year 1366 The beer brand Norrlands Guld emphasizes in its commercials that it is "ordinary down-to-earth people" who drink Norrlands Guld Bodyshop mentions that they only make cosmetics that have not been tested on animals The Dacia car brand emphasizes that you get a good car at a low cost if you choose a Dacia Sanderoarrow_forward
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