Figure 9-8

-A perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" and where it fits in relationship to competitors. The map is based on perceptions of:
A)competitors.
B)intermediaries.
C)consumers.
D)competitors, consumers, and the firm itself.

Question

Figure 9-8
 
-A perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" and where it fits in relationship to competitors. The map is based on perceptions of:
A)competitors. 
B)intermediaries. 
C)consumers. 
D)competitors, consumers, and the firm itself.

Quizplus · Accepted Answer

A perceptual map is based on consumers' perceptions, therefore the closest choice is C, which refers to consumers.

Figure 9-8 -A Perceptual Map Can Be Used to Identify a Firm's