Review “perceptual mapping” located on the Week 2 ERR page.
Review the example perceptual map in Exhibit 4-13 in Ch. 4 of Basic Marketing.
Perceptual mapping. (2003). In The New Penguin Business Dictionary..
Lambrecht, A. (2013). When does retargeting work? Informaiton specificity in online advertising. Journal of Marketing Research, 50(5), 561-576.
Magdalena, S. V. (2012). Children as target market. Studies in Business & Economics, 7(2), 172-183.
effective marketing and planning
marketing research and process and business
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.
Use the MarketLine database and Wall Street Journal in the University Library to facilitate your research of the company.
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.
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