A cosmetics manufacturer was looking at a graphical display of how women perceived different brands of cosmetics and was dismayed to learn that its brand was clustered with brands that are targeted toward older women, not the younger women the marketer was trying to reach. Which graphical depiction of the positioning of competing brands was the marketer using?
A) perceptual map
B) competitive matrix
C) competitive array
D) positioning plot

Question

Quizplus · Accepted Answer

The graphical depiction described in the scenario is a perceptual map, which visualizes how consumers perceive different brands based on various attributes. The fact that the marketer's brand was clustered with those targeting older women suggests that it is not effectively positioned to appeal to the desired younger target market.

A Cosmetics Manufacturer Was Looking at a Graphical Display of How