Marketing managers in a product development firm routinely create "gap maps" representing the position of their company's product vis-à-vis competitive offerings. The marketing managers use their subject matter knowledge and make judgment calls based on prior experience and expertise. This is an example of a(n) _____ gap map.
A) AR perceptual
B) determinant
C) OS perceptual
D) experiential

Question

Quizplus · Accepted Answer

A determinant gap map is created based on the subjective judgments and expertise of managers, rather than on statistical analysis or consumer data.

Marketing Managers in a Product Development Firm Routinely Create "Gap