___________ produces two-dimensional maps showing how competing brands relate to each other in terms of a range of product attributes. This, of course, assumes that consumers in the target segment are ___________ with the brand and its competitors and are able to subjectively or objectively compare them on attributes that they believe to be important.
A) Perceptual mapping, unfamiliar
B) Behavioural mapping, already familiar
C) Perceptual mapping, already familiar
D) Behavioural mapping, unfamiliar

Question

Quizplus · Accepted Answer

understand how to effectively position an offering to a target market in relation to competitors, and develop an appropriate marketing mix. Perceptual mapping produces two-dimensional maps showing how competing brands relate to each other in terms of a range of product attributes. This, of course, assumes that consumers in the target segment are already familiar with the brand and its competitors and are able to subjectively or objectively compare them on attributes that they believe to be important.

___________ Produces Two-Dimensional Maps Showing How Competing Brands Relate to Each