Daryl is interested in determining how customers consider his firm's dietary products compared with its competitors. He begins surveying customers and asking them to state what they think about the products and brands in the dietary industry based on the dimensions of effectiveness and affordability. He will use this feedback to create "ideal points" for what consumers desire in dietary products. He will then compare these "ideal points" with his firm's products as well as other brands in the industry to see how they measure up. Daryl is engaging in
A) brand management.
B) perceptual mapping.
C) product repositioning.
D) product modification.
E) product differentiation.

Question

Quizplus · Accepted Answer

Daryl is using survey data to create a map of how customers perceive different brands in the dietary industry based on the dimensions of effectiveness and affordability, which is known as perceptual mapping. This allows him to compare his firm's products with competitors and identify areas where they may be able to differentiate themselves. The other options (brand management, product repositioning, product modification, and product differentiation) may be part of a larger strategic plan that includes perceptual mapping, but they don't fully describe what Daryl is doing in this case.

Daryl Is Interested in Determining How Customers Consider His Firm's