Materials:
“perceptual mapping”
Basic Marketing, Ch.4
Review “perceptual mapping”
Review the example perceptual map in Exhibit 4-14 in Ch. 4 of Basic Marketing.
Select an industry with many competitors.
Select two key variables that segment the competition.
Complete a perceptual map that includes a minimum of 10 competitors from that same industry. Explain why you placed each competitor on its particular spot on the map.
Create a 10-to-15 slide Microsoft PowerPoint presentation with your map and competitor explanations. Include a summary slide at the beginning of your presentation.
