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4. Perceptual Mapping Positioning Bases Repositioning Competitive Perceptual Positioning Consumer Marketing > Competitive Perceptual Positioning Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/business?campaign_content=book_6020_section_90&campaign_term=Business&utm_campaign=powerpoint&utm_medium =direct&utm_source=boundless

5. Perceptual maps help marketers understand where the consumer ranks their company in terms of characteristics and in comparison to competing companies. Perceptual maps can display consumers' ideal points that reflect their ideal combinations of product characteristics. When creating a new product, a company should look for a space that is currently unoccupied by competitors and that has a high concentration of consumer desire (ideal points). A perceptual map is usually based more on a marketer's knowledge of an industry than market research. Perceptual Mapping Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/business/textbooks/alternative-to-understanding-business-10th-william-nickels-james-mchugh-susan-mchugh-0077474511- 9780077474515/consumer-marketing-13/competitive-perceptual-positioning-90/perceptual-mapping-442- 6893?campaign_content=book_6020_section_90&campaign_term=Business&utm_campaign=powerpoint&utm_medium=direct&utm_source=bou ndless Perceptual mapping View on Boundless.com Consumer Marketing > Competitive Perceptual Positioning

6. Functional Positions deal with solving a problem, providing benefits and getting a favorable perception from investors, stockholders and consumers. Symbolic Positions deal with self-image enhancement, ego identification, belongingness, social meaningfulness and affective fulfillment. Experiential Positions deal with providing sensory or cognitive stimulation. By using customer research and perceptual mapping, a marketer can create a positioning statement using one of the three main bases. Positioning Bases Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/business/textbooks/alternative-to-understanding-business-10th-william-nickels-james-mchugh-susan-mchugh-0077474511- 9780077474515/consumer-marketing-13/competitive-perceptual-positioning-90/positioning-bases-443- 4066?campaign_content=book_6020_section_90&campaign_term=Business&utm_campaign=powerpoint&utm_medium=direct&utm_source=bou ndless What Consumer Want and Need View on Boundless.com Consumer Marketing > Competitive Perceptual Positioning

7. When a company initiates a re-positioning strategy, it needs to change the expectations of stakeholders, including employees, stockholders, and financial backers. A company may need to consider a re-positioning strategy if they have a weak brand, if they have not remained competitive in the market, or if there is a change in the economy. A company may re-position a specific product line, a brand, or the entire organization. Repositioning Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/business/textbooks/alternative-to-understanding-business-10th-william-nickels-james-mchugh-susan-mchugh-0077474511- 9780077474515/consumer-marketing-13/competitive-perceptual-positioning-90/repositioning-444- 4067?campaign_content=book_6020_section_90&campaign_term=Business&utm_campaign=powerpoint&utm_medium=direct&utm_source=bou ndless Apple Inc. View on Boundless.com Consumer Marketing > Competitive Perceptual Positioning

8. Free to share, print, make copies and changes. Get yours at www.boundless.com Appendix

9. Key terms demand void Areas without any significant consumer desires; typically found in ideal point maps of perceptual mapping. Experiential Of, related to, encountered in, or derived from experience perceptual mapping Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. positioning The act of positioning; placement. price elasticity The measurement of how changing one economic variable affects others. For example:"If I lower the price of my product, how much more will I sell? ""If I raise the price, how much less will I sell? ""If we learn that a resource is becoming scarce, will people scramble to acquire it? " repositioning Changing the identity of a product or a company in the minds of stakeholders and competitors. Free to share, print, make copies and changes. Get yours at www.boundless.com Consumer Marketing

10. Apple Inc. Apple Inc. achieved re-positioning Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Apple Headquarters Sign AtNight." CC BY-SA http://commons.wikimedia.org/wiki/File:Apple_Headquarters_Sign_AtNight.jpg View on Boundless.comCC BY-SAhttp://commons.wikimedia.org/wiki/File:Apple_Headquarters_Sign_AtNight.jpgView on Boundless.com Consumer Marketing

11. Combination Map of Competing Products and Ideal Points A combination map allows companies to find a space that has unmet consumer desires. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikipedia. "Perceptual mapping." GNU FDL http://en.wikipedia.org/wiki/Perceptual_mapping View on Boundless.comGNU FDLhttp://en.wikipedia.org/wiki/Perceptual_mappingView on Boundless.com Consumer Marketing

12. What Consumer Want and Need What consumers want may not be what they need, but it is important to understand both. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr. "What customers / users want & need, do, think & feel | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/visualpunch/7245522666/ View on Boundless.comCC BY-SAhttp://www.flickr.com/photos/visualpunch/7245522666/View on Boundless.com Consumer Marketing

13. Perceptual mapping This is an example of a perceptual map. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia. "Search results for "perceptual mapping" - Wikimedia Commons." CC BY-SA http://commons.wikimedia.org/w/index.php?title=Special:Search&limit=20&offset=0&redirs=1&profile=default&search=perceptual+mapping View on Boundless.comCC BY-SA http://commons.wikimedia.org/w/index.php?title=Special:Search&limit=20&offset=0&redirs=1&profile=default&search=perceptual+mappingView on Boundless.com Consumer Marketing

14. Perceptual Map of Ideal Points in the Alcohol Product Space Ideal points maps reflect ideal combinations of two product characteristics as seen by a consumer. This helps marketers accurately target their message to consumers based on consumer desires. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikipedia. "Perceptual mapping." GNU FDL http://en.wikipedia.org/wiki/Perceptual_mapping View on Boundless.comGNU FDLhttp://en.wikipedia.org/wiki/Perceptual_mappingView on Boundless.com Consumer Marketing

15. Free to share, print, make copies and changes. Get yours at www.boundless.com Consumer Marketing What is the major advantage of perceptual mapping? A) It is visual relative to the competition, market share size and consumer perception. B) It enables a company to identify an area that has the least amount or no competition. C) All of these answers. D) It is a way to compare "customer ideal" points with product "ideal points" offered by competitors.

16. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Consumer Marketing What is the major advantage of perceptual mapping? A) It is visual relative to the competition, market share size and consumer perception. B) It enables a company to identify an area that has the least amount or no competition. C) All of these answers. D) It is a way to compare "customer ideal" points with product "ideal points" offered by competitors.

17. Free to share, print, make copies and changes. Get yours at www.boundless.com Consumer Marketing Which of the following statements about positioning is TRUE? A) If it doesn't solve a problem positioning is unnecessary. B) It is based upon impulse buying and has nothing to do with the wants and needs of a target market. C) It focuses on consumer perception and what the competition is doing to meet consumer needs. D) It is a corporate operational process that does not involve customer needs or wants.

18. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Consumer Marketing Which of the following statements about positioning is TRUE? A) If it doesn't solve a problem positioning is unnecessary. B) It is based upon impulse buying and has nothing to do with the wants and needs of a target market. C) It focuses on consumer perception and what the competition is doing to meet consumer needs. D) It is a corporate operational process that does not involve customer needs or wants.

19. Free to share, print, make copies and changes. Get yours at www.boundless.com Consumer Marketing The process of tailoring a good or service so that it stands out from the competition and increases the likelihood of consumers' desire to buy it is called _____. A) Personal selling B) Public relations C) Positioning D) Segmentation

20. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/CC BY 3.0http://www.saylor.org/majors/Business/ Consumer Marketing The process of tailoring a good or service so that it stands out from the competition and increases the likelihood of consumers' desire to buy it is called _____. A) Personal selling B) Public relations C) Positioning D) Segmentation

21. Free to share, print, make copies and changes. Get yours at www.boundless.com Consumer Marketing John and Mary are both in the market to purchase a new car. John wants a car that is stylish and powerful. Mary wants a car that is reliable with a high safety rating. Both John and Mary just purchased the same vehicles. This is an example of the power of _______. A) product life cycle B) product positioning C) product pricing D) production research

22. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/ CC BY 3.0http://www.saylor.org/majors/Business/ Consumer Marketing John and Mary are both in the market to purchase a new car. John wants a car that is stylish and powerful. Mary wants a car that is reliable with a high safety rating. Both John and Mary just purchased the same vehicles. This is an example of the power of _______. A) product life cycle B) product positioning C) product pricing D) production research

23. Free to share, print, make copies and changes. Get yours at www.boundless.com Consumer Marketing Which of the following are position strategy elements? A) attributes, competitors, product use B) attributes C) competitors D) product use

24. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/CC BY 3.0 http://www.saylor.org/majors/Business/ Consumer Marketing Which of the following are position strategy elements? A) attributes, competitors, product use B) attributes C) competitors D) product use

25. Free to share, print, make copies and changes. Get yours at www.boundless.com Consumer Marketing To understand when a re-positioning strategy is necessary, what factor(s) must be taken into consideration? A) The available marketing budget, the competition and the steps taken to brand the product line. B) The best way to re-position without changing any of the expectations of the company stakeholders. C) The certainty that the marketplace is strong and healthy. D) The strengths and weaknesses of the company, whether a product line, brand or the company as a whole must be re-positioned and the current condition of the marketplace.

26. Free to share, print, make copies and changes. Get yours at www.boundless.comwww.boundless.com Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/CC BY-SA 3.0http://www.boundless.com/ Consumer Marketing To understand when a re-positioning strategy is necessary, what factor(s) must be taken into consideration? A) The available marketing budget, the competition and the steps taken to brand the product line. B) The best way to re-position without changing any of the expectations of the company stakeholders. C) The certainty that the marketplace is strong and healthy. D) The strengths and weaknesses of the company, whether a product line, brand or the company as a whole must be re-positioned and the current condition of the marketplace.

27. Attribution Wikipedia. "Positioning (marketing)." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Positioning_(marketing)CC BY-SA 3.0http://en.wikipedia.org/wiki/Positioning_(marketing) Wiktionary. "Experiential." CC BY-SA 3.0 http://en.wiktionary.org/wiki/ExperientialCC BY-SA 3.0http://en.wiktionary.org/wiki/Experiential Wiktionary. "positioning." CC BY-SA 3.0 http://en.wiktionary.org/wiki/positioningCC BY-SA 3.0http://en.wiktionary.org/wiki/positioning Wikipedia. "perceptual mapping." CC BY-SA 3.0 http://en.wikipedia.org/wiki/perceptual%20mappingCC BY-SA 3.0http://en.wikipedia.org/wiki/perceptual%20mapping Wikipedia. "Positioning (marketing)." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Positioning_(marketing)#Repositioning_a_companyCC BY-SA 3.0 http://en.wikipedia.org/wiki/Positioning_(marketing)#Repositioning_a_company Wikipedia. "repositioning." CC BY-SA 3.0 http://en.wikipedia.org/wiki/repositioningCC BY-SA 3.0http://en.wikipedia.org/wiki/repositioning Wikipedia. "demand void." CC BY-SA 3.0 http://en.wikipedia.org/wiki/demand%20voidCC BY-SA 3.0http://en.wikipedia.org/wiki/demand%20void Wikipedia. "price elasticity." CC BY-SA 3.0 http://en.wikipedia.org/wiki/price%20elasticityCC BY-SA 3.0http://en.wikipedia.org/wiki/price%20elasticity Wikipedia. "Perceptual mapping." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Perceptual_mappingCC BY-SA 3.0http://en.wikipedia.org/wiki/Perceptual_mapping Free to share, print, make copies and changes. Get yours at www.boundless.com Consumer Marketing