Which of the following is true of perceptual positioning maps?
A) They are used by marketers to divide a market into smaller groups with distinct characteristics.
B) They are used by marketers to identify supplier and retailer perceptions of a product.
C) They are used to analyze consumer perceptions of a brand versus competing products.
D) They are used to divide buyers into groups based on their perceived income and age.
E) They are used to plot the geographic segments that a company needs to target.

Question

Quizplus · Accepted Answer

Perceptual positioning maps are used by marketers to analyze consumer perceptions of a brand versus competing products. The map helps to identify the positioning of products in terms of the key attributes that consumers consider important. It helps marketers to understand how their brand or product is perceived by consumers and helps them to develop marketing strategies to improve the positioning. Option A is incorrect because perceptual maps are not used to divide a market into smaller groups, but instead to understand perceptions of a brand or product. Option B is incorrect because perceptual maps are not used to identify supplier and retailer perceptions. Option D is incorrect because perceptual maps are not used to divide buyers based on income and age. Option E is incorrect because perceptual maps are not used to plot geographic segments, but instead are used to understand consumer perceptions.

Which of the Following Is True of Perceptual Positioning Maps