A cosmetic 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. The graphical depiction of the positioning of competing brands the marketer was using is called a(n) _____.
A) perceptual map
B) BCG matrix
C) competitive matrix
D) competitive array
E) positioning plot

Question

Quizplus · Accepted Answer

The graphical depiction of the positioning of competing brands is called a perceptual map. This type of map is commonly used in marketing research to show how consumers perceive different brands in the marketplace, and helps companies understand how to position their own brands relative to competitors.

A Cosmetic Manufacturer Was Looking at a Graphical Display of How