Positioning+Tutorial

Positioning+Tutorial - MARKETING ENGINEERING FOR EXCEL...

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POSITIONING TUTORIAL 1/13 MARKETING ENGINEERING FOR EXCEL TUTORIAL VERSION 1.0.10 Tutorial Positioning Marketing Engineering for Excel is a Microsoft Excel add-in. The software runs from within Microsoft Excel and only with data contained in an Excel spreadsheet. After installing the software, simply open Microsoft Excel . A new menu appears, called “ ME XL.” This tutorial refers to the “ ME XL/Positioning ” submenu. Overview Positioning analysis software incorporates several mapping techniques that enable firms to develop differentiation and positioning strategies for their products. By using this tool, managers can visualize the competitive structure of their markets, as perceived by their customers. Typically, data for mapping include customer perceptions of existing products (and new concepts) along various attributes, customer preferences for products, and measures of the behavioral responses of customers toward the products (e.g., current market shares). Positioning analysis also uses perceptual mapping and preference mapping techniques. Perceptual mapping helps firms understand how customers view their product(s) relative to competitive products. The preference map plots preference vectors or ideal points for each respondent on a perceptual map. The ideal point represents the location of the (hypothetical) product that most appeals to a specific respondent. The preference vector indicates the direction in which a respondent’s preference increases. In other words, a respondent’s ideal product lies as far up the preference vector as possible. The preference map starts out with a perceptual map that provides the locations of the product alternatives. In the second step, it introduces either an ideal brand or a preference vector for each respondent. Positioning analysis also helps firms answer such questions as:
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POSITIONING TUTORIAL 2/13 According to customer perceptions, which target segments are the most attractive? How should we position our new products with respect to existing products? How do our customers view our brand? What product name is most closely associated with the attributes that our target segment perceives as desirable? Which brands do our target segments consider our closest competitors? What product attributes are responsible for the perceived differences among products? How would changes in a product's perceived attributes alter the product's market share? Getting Started To apply positioning analysis, you can use your own data directly or a preformatted template. In both options, the first row contains column headings for the stimuli, and the first column contains perceptual attribute labels and/or respondent preference identifiers. The next chapter explains how to create an easy-to-use template to enter your own
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This note was uploaded on 01/18/2012 for the course MKT 3370 taught by Professor Staff during the Spring '09 term at Texas State.

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Positioning+Tutorial - MARKETING ENGINEERING FOR EXCEL...

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