MKT 421 Week 4 Individual Assignment - Using Perceptual Maps in Marketing Simulation Summary
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MKT 421 Week 4 Individual Assignment - Using Perceptual Maps in Marketing Simulation Summary

Course Number: MKT 421, Spring 2011

College/University: University of Phoenix

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Using Perceptual Maps Running head: USING PERCEPTUAL MAPS IN MARKETING Using Perceptual Maps in Marketing Simulation Summary University of Phoenix MKT/421 - Marketing 1 Using Perceptual Maps 2 Using Perceptual Maps in Marketing: Thorr Motorcycles Thorr Motorcycles, Inc. is a billion dollar manufacturing company, producing over 200,000 units per year. Additionally, Thorr offers services including dealer...

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Perceptual Using Maps Running head: USING PERCEPTUAL MAPS IN MARKETING Using Perceptual Maps in Marketing Simulation Summary University of Phoenix MKT/421 - Marketing 1 Using Perceptual Maps 2 Using Perceptual Maps in Marketing: Thorr Motorcycles Thorr Motorcycles, Inc. is a billion dollar manufacturing company, producing over 200,000 units per year. Additionally, Thorr offers services including dealer training, dealer software packages, motorcycle rentals, and rider training. Thorrs brand image is high, and it currently holds 40% of the market. The image that CruiserThorr symbolizes is one of masculinity, mobility, and freedom. To gain insight in this positioning and ascertain why Thorr is experiencing a decline in sales, Thorr can use representation of the consumers view of the product. In order to increase sales/profits, Thorr will need to change the consumer view of their motorcycles. Phase I: Where is the Thunder? The first phase states that sales of the CruiserThorr are decreasing, The motorcycle industry is growing annually, but sales of Thorr Motorcycles existing product CruiserThorr (a 1500cc power cruiser priced at $25,800) are deceasing (University of Phoenix, 2008). This decrease is due to the aging of target customers. Target customers are no longer interested in the lifestyle portrayed by the CruiserThorr. Additionally, the younger generation of consumers, with smaller disposable incomes, is looking for more affordable motorcycles. In order to reverse declining sales, a new marketing plan is needed. Students are asked to ascertain the market position of CruiserThorr using a perceptual map, selecting four fundamental parameters that are relevant to the industry and that reflect the highest potential for CruiserThorr. The four fundamental parameters selected were Lifestyle Image, Price, Quality Engineering, and Service Offerings. Lifestyle Image, easily considered the most important role in the production of motorcycles, and is the best selection for the perceptual map. This is a very dominant attribute because the image will sway consumers into purchasing the product rather Using Perceptual Maps 3 than the other functional attributes. Quality engineering covers all aspects of the motorcycle and without quality engineering the company cannot keep its reputable image. Price compels consumers to purchase the product or not. If the motorcycle has a high price it is directly proportional to the high image the motorcycle has. One drawback about image is that when prices are lowered the company runs the risk of lowering the image. Service offerings are important as well because the company can ensure customer loyalty and an exceptional way to keep dealers and distributors happy. In phase I, the recommendations provided returned a positive outcome, and a successful decision. Phase II: Revving up the Market Phase II informs that the perceptual map reveals CruiserThorrs position in the market and that Thorrs position has not been improving sales. Thorr must decide if they will reposition CruiserThorr or launch a new motorcycle, RRoth. Phase II provided a SWOT analysis, consumer preferences, income group, and financing requirements. The most valuable information used to make the decision was based on the consumer preferences. Since Thorr is looking to capture a younger age group between 25-35 years of age, focus upon their preferences will be beneficial. The marketing strategy chosen is to launch RRoth. Given a budget of 13 million dollars to implement the new marketing plan; in where $12,649,000 for the new marketing plan was spent. The price range selected was $13,000 to $15,000 so that it will be priced effectively to target the younger consumers. Promote RRoth by hiring celebrity endorsements, publicize through Hollywood films, sponsoring events such as Daytona, and offer insurance and protection plans. Promoting this product in films is a sure way of reaching countless consumers in the new targeted age bracket. Placement of the RRoth will be through dealers and the Manufacturers website via the internet. The internet will allow consumers the best opportunity to view the Using Perceptual Maps 4 product and its specifications. Finally, the services offered will include financial services, customization options, training to dealers, and club memberships. By providing consumers with financing options Thorr will be able to reach consumers who thought that owning a motorcycle was unaffordable. The company also will attract younger consumers by providing financing options and it doesnt significantly raise the expenditures for the company. With the implementation of recommendations of the marketing mix and positioning strategy, Thorr is well on its way to increasing sales once again, and attracting younger customers. Phase III: Thundering Success? Phase III is to interpret market research findings to plot the brand attributes of CruiserThorr on a perceptual map and choose the attributes that are relevant to RRoth and use the findings to create RRoths perceptual map. Consumers perception of the two production lines were surveyed and based upon their responses a perceptual map is developed and plotted. CruiserThorr and RRoth attributes were surveyed; 350 men in the 25-55 year age bracket were surveyed for their perceptions. Marketing research results for the CruiserThorr found that 37% intended on spending $13000-$15000 on a motorcycle. It was also apparent that 45% strongly agreed that training to dealers was an important factor. Having financial services and available options was important to 57% of the men surveyed, and 41% wanted more options in a motorcycle. 38% of the men surveyed believed that most of the services currently provided and offered by CruiserThorr needed to be augmented. When asked if all the services currently offered are satisfactory, 25% answered with a strongly disagree. Taking this information into account, it was recommended that the Lifestyle Image parameter be increased to a level 9, Price to level 5, Quality Engineering Using Perceptual Maps 5 to an 8, and Service Offerings to a level 7. The results returned positive feedback, and a correct placement of the perceptual map. The recommended parameters chosen for RRoth were to increase Lifestyle Image to a level 9, Price to level 8, Quality Engineering to an 8, and Cool to a level 8. The results revealed adjusting Cool and Price to the aforementioned parameters was spot on. However, the Lifestyle Image parameter of 9 would be more appropriate at a 7 since Lifestyle Image of Thorr was already very high. In addition, adjustment of Quality Engineering would be more appropriate at 7 rather than the chosen 8 since Quality Engineering was high and most customers responded well to RRoths fuel-efficient engine. Relationship between Differentiation and Positioning Differentiation and positioning go hand in hand to determine the success of a product. A company can have a product that stands out among the rest, but without proper positioning, the product will flop. Moreover, if a product is in the right position, but does not stand out among the rest, success will be limited. A company looking for true success must be unique and position itself as such. In short, the company must penetrate the minds of the buyers and become a leader. Repositioning in the motorcycle simulation was much what was expected. Sales were decreasing in the current market, and there was no other option but to reposition. In order to spark growth, the company had to target a younger market. Sales were decreasing due to changes in the Product Life Cycle. CruiserThorr had reached the stage of decline. In order to enter a phase of growth, something new had to be done. Introducing RRoth for the younger generation sprung an opportunity to reach a new market, while maintaining loyal customers by holding onto CruiserThorr. Using Perceptual Maps 6 By producing two different production lines Thorr motorcycles is giving the consumer the option of which motorcycle will fit his or her specific needs. Differentiation is basically the uniqueness a company can make its product. This can be achieved either by price, service, packaging, and delivery options. The challenge with positioning and differentiation is that the company must ensure that it increases sales and does it in a way that it benefits the companys growth. Another challenge for Thorr Motorcycles is to position the companys new motorcycle so that it appeals to the younger target market. When Thorr is able to gain the targeted markets interest, the company then has to entice the younger consumer to purchase the motorcycle by making the marketing plan revolve around them. The Effect of the Product Life Cycle on Marketing? The impact of product life cycle on marketing is constantly changing due to customer trends, wants, desires, and needs. For this reason marketing always has to be presented in a new and exciting way to promote the attributes of the product and to gain the attention of potential customers. The marketing plan demonstrates how the product life cycle impacts the success of a product and shows a way to rejuvenate the image of the product. This can be done by repositioning the product life cycle in a more profitable position. Product position basically refers to what the consumer feels about the product when they are choosing to purchase a new motorcycle. The Effect of the Product Life Cycle on Thorr The company must ensure that they are developing their marketing plan based upon where the product is in its life cycle. For instance; CruiserThorrs life cycle can be said to be between maturity and declining stages of its life cycle and RRoth is still considered to be in the introduction stage of its life cycle. Thorr Motorcycles needs to know exactly where the product is Using Perceptual Maps in relation to the product life cycle to adequately ensure that they are going to maintain the market share or even acquire new areas of the market. When it came to differentiating and positioning the two motorcycles, Thorr was presented a different set of challenges that would ultimately have a significant relation on the success or failure. When interpreting the marketing research data the interpreter can create a perceptual map that will assist the marketing team in developing a successful marketing plan. In addition, understanding product life cycle and developing an appropriate marketing plan is vital to the success of any product or services. By using a perceptual map, a company can identify opportunities in the market and design its marketing strategies according to those opportunities. In the end, Thorr Motorcycles Inc. is back on track with a more effective and up to date marketing plan. The process of creating the marketing plan showed how differentiation and positioning a product can increase sales and helps the product have a new image. 7 Using Perceptual Maps Reference University of Phoenix. (2008). Using Perceptual Maps in Marketing. Retrieved from University of Phoenix, Simulation, MKT421 - Marketing website. 8

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ANSWER KEY
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physics problems
Indian Institute of Technology, Kharagpur - ME - 3
Efficiency for a centrifugal compressor for any polytropic process is given by:Polytropic efficiency pol=wpolwact=PiPevdPhe-hiwhere, wpol is the polytropic work of compressionAnd,wact is the actual work of compression.For any polytropic compression p
Indian Institute of Technology, Kharagpur - ME - 3
Efficiency for a centrifugal compressor for any polytropic process is given by:Polytropic efficiency, pol=wpolwact=PiPevdPhe-hiwhere, wpol is the polytropic work of compressionAnd,wact is the actual work of compression.For any polytropic compression
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Indian Institute of Technology, Kharagpur - ME - 3
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Indian Institute of Technology, Kharagpur - ME - 3
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Indian Institute of Technology, Kharagpur - ME - 3
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Indian Institute of Technology, Kharagpur - ME - 3
Solution:Given: Lv1=2v1-v2-3v3Lv2=4v1+3v2-v3Lv3=-v2and xB=2,-1,-1Where, v1,v2,v3 & x are vector spaces.Let L:R3R3 be defined by Lv1,v2,v3=2v1-v2-3v3,Let matrix of linear operator for L:R3R3 be A such that:Lv1,v2,v3=Av1v2v3Hence,A= 2-1-343-10-10
Indian Institute of Technology, Kharagpur - ME - 3
Solution:The standard matrix of a linear operator L is the matrix S representing L with respect to standard basee1=1,0,0,e2=0,1,0,e3=0,0,1 and the base B given by: L(ei)Ba) Standard matrix, S=13-87and B=1124Let the matrix of linear operator L be: A=a