Perceptual Maps in Marketing Simulation Summary Karen Garcia MKT/421 10/0/2012 MICHAEL GAITHER Perceptual Maps in Marketing Simulation Summary In the simulation I am the marketing manager for Thorr Motorcycles a $5 billion company‚ which manufactures a range of motorcycles‚ and produces more than 200‚ 000 units per years (University of Phoenix‚ 2012). It will be a great challenge‚ because I will need to formulate a differentiation strategy‚ also
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BA 170 Midterm Paper Never settle for second best. And yet‚ since its inception in the Philippine market‚ second place has been Close Up’s niche. Though the brand has indeed been successful in differentiating its use and targets from the irreplaceable number one‚ the dream to finally land the gold continues to linger. Overview of the Brand Close Up was launched by Unilever in 1967 as the first gel toothpaste in the world. The product’s unique structure made it easy to market it as a new
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Dell Case Study Part A TABLE OF CONTENTS Introduction and Company Background……………………………………………………………………………………….3 Key Offerings………………………………………………………………………………………………………………………………..4 Perceptual Map…………………………………………………………………………………………………………………………….5 SWOT Analysis………………………………………………………………………………………………………………………………6 Concept Generation……………………………………………………………………………………………………………………..6 Works Cited…………………………………………………………………………………………………………………………………..7
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and Practice‚ Vol. 11‚ Iss. 2‚ pp. 30-42 Haley‚ R.‚ (1995)‚ ’Benefit segmentation: A decision-oriented research tool ’‚ Marketing Management‚ Vol. 4‚ Iss. 1‚ pp. 59-63 Kohli‚ C. and Leuthesser‚ L.‚ (1993)‚ ’Product positioning: A comparison of perceptual mapping techniques ’‚ The Journal of Product and Brand Management‚ Vol. 2‚ Iss. 4‚ pp. 10-20 Kotler‚ P. et al.‚ (2004)‚ Marketing‚ 6th edition‚ Pearson Education Australia Rossiter‚ J. R. and Bellman‚ S.‚ (2005)‚ Marketing communications; theory
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geography-the study of human phenomena on Earth * Physical geography- the study of physical phenomena on Earth * Spatial arrangement- how things are laid out‚ organized‚ arranged on Earth‚ how they appear on landscape * Spatial distribution maps to find a pattern * Medical geography- mapping distribution of a disease (can find cause) * 1854 Dr. John Snow mapped cases of cholera * Pandemic- worldwide outbreak of a disease * Dr. Snow mapped area’s water pumps and marked residence
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positioning? 1. Select key criteria that effectively differentiate products or services in the industry. 2. Diagram a two-dimensional product-positioning map with specified criteria on each axis. 3. Plot major competitors ’ products or services in the resultant four-quadrant matrix. 4. Identify areas in the positioning map where the company ’s products or services could be most competitive in the given target market. Look for vacant areas (niches). 5. Develop a marketing plan to
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FIERY THRILLS OR WINDY RIDES: Positioning s New Brand of Motorcycle in the Indian Context (An Emerging Market)* FIERY THRILLS OR WINDY RIDES: Positioning s New Brand of Motorcycle in the Indian Context (An Emerging Market)* Q1. What do you infer from the owners of motor cycle belonging to the urban market? Ans: We infer the following things from the owners of motor cycle belonging to urban market: The company must not be consistent to one technology and design; it must change its products
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Perception We process and interpret the incoming raw data in the light of our past experiences‚ in terms of our current needs and interests‚ in terms of our knowledge‚ expectations‚ beliefs and motives. Perceptual world the individual’s personal internal image‚ map or picture of their social‚ physical and organizational environment. Selective attention the ability‚ often exercised unconsciously‚ to choose from the stream of sensory data‚ to concentrate on particular elements‚ and to ignore others
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tactics to describe the way firms go about creating value for consumers. L04 Explain the way market characteristics like market segmentation and product differentiation affect marketing strategy. L05 Analyze consumer markets using elementary perceptual maps. L06 Justify consumers’ lifetime value as an effective focus for long-term business success. Suggested Lecture Opener Consumer segments play a vital and sometimes surprising role in marketing. Consider the wine industry. The image that likely
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Using Perceptual maps in Marketing Simulation Ann Ricketts MKT/421 March 11‚ 2013 University of Phoenix Cruiser Thorr motor cycle is a virtual organization that envision a depiction of what consumer think of their motor cycle. Cruiser Thorr pride themselves on image and life style freedom‚ they are currently encountering a decrease in sale which is due to the price of the motor cycle and decline in their target market. Their target markets are older clientele between the ages of 35 to 50. The
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