Determine customers most preferred combination 4 of

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Unformatted text preview: preferred combination 4. of determinant attributes. of 5. Examine the fit between preferences of marketing 5. segment and current position of product segment 6. Select positioning or repositioning strategy Perceptual Map Perceptual High Quality G Low C Price A E D B High Price F H Low Quality Product and Brand Product Positioning Product-positioning map (breakfast market) Expensive Bacon and eggs Cold cereal Slow Quick Pancakes Hot cereal Instant breakfast Inexpensive Perceptual Map Perceptual Live shows Easy to reach Good food Fantasy Exercise Fun rides Disneyland Knott’s Berry Farm -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 -1.6 -0.2 Magic Mountain 1.0 1.0 Little waiting 0.8 Educational, animals Marineland 0.4 of the Japanese Pacific 0.2 Deer Park 0.6 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 -0.4 -0.6 -0.8 Busch Gardens Economical Lion Country Safari 100 = Industry Average Li ne Fa ir V Q 95 al ue 90 90 In du st ry Relative Satisfaction with Price Price/Quality Tradeoff Map Price/Quality 100 105 = Our Company Q = Our Competitor 110 115 120 90 90 95 100 105 110 115 120 Relative Satisfaction with Quality...
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