perceptual mapping

(verb)

a diagrammatic technique used to asset marketers that want to visually display customer perceptions, the position of a product, a brand or product line.

Related Terms

(noun)

Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers.

Related Terms

Examples of perceptual mapping in the following topics:

  • Perceptual Mapping

    • Perceptual mapping is a graphic display explaining the perceptions of customers with relation to product characteristics.
    • Perceptual maps commonly have two dimensions even though they are capable of having several.
    • Many perceptual maps also display consumers' ideal points.
    • Perceptual maps need not come from a detailed study.
    • Evaluate the concept of perceptual mapping as part of competitive perceptual positioning

  • Positioning Bases

    • By using customer research and perceptual mapping, a marketer can create a positioning statement using one of the three main bases.
    • Positioning is facilitated by perceptual mapping to determine the ideal points of consumers.This helps to determine if positioning should be functional, symbolic, or experiential.
    • By using customer research and perceptual mapping, a marketer can create a positioning statement using one of the three main bases.
    • Examine positioning and the strategy behind it relative to competitive perceptual positioning

  • Conclude with Action Plan

    • Marketing Strategy- segmented - product mix, perceptual mapping, product life cycle, branding information, customer, geographic, distribution channels, pricing, discounts and allowances, price elasticity and customer sensibility promotional goals advertising reach that includes frequency, flights, theme and media types, electronic and online promotions, public relations, word of mouth (buzz marketing), viral opportunities,

  • The Marketing Exchange

    • One such technique to understand this consumer behavior is known as perceptual mapping, which is a technique that uses diagrams in an attempt to visually display the perceptions of consumers.

  • Perception

    • Selective perceptions is categorized under two types: a low level of perception, known as perceptual vigilance, and a higher level of perception, known as perceptual defense.

  • Repositioning

    • Indicate the characteristics and application of a re-positioning as it applies to competitive perceptual positioning

  • The Development of Value-Driven Firms

  • Analyzing Data

    • Types of data analysis outputs: heat map, bar plots, scatter plots.

  • Identifying Prospects

    • These systems are also used to map the different marketing communication touchpoints that help funnel leads into the organization's sales process.

  • Avoiding Potential Fraud

    • By corrupting a computer's knowledge of how a site's domain name maps to its IP address, the attacker causes the victim's computer to communicate with the wrong server.