Steve works for Volvo and is consulting a perceptual map that indicates that customers find comfort very important, but that they don't think Volvo is doing very well in this area. Given this information, improving comfort should be a priority for Steve and his coworkers.

Question

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The perceptual map shows that customers place great importance on comfort but don't think Volvo is doing well in this area. Therefore, improving comfort should be a priority for Steve and his colleagues in order to meet customers' expectations and improve the company's perception in this area.

Steve Works for Volvo and Is Consulting a Perceptual Map