Imagine that you work for K-Swiss athletic shoes manufacturers.You want to know how consumers perceive K-Swiss shoes when compared to all other athletic shoes currently in the market.A survey is developed and administered and it indicates that the important attributes consumers looked for in athletic shoes included price,durability,fit,and support.By using a _____,you could determine how K-Swiss ranks against other brands like Nike and Adidas.
A) perceptual map
B) product mix
C) positioning map
D) competitive chart

Question

Imagine that you work for K-Swiss athletic shoes manufacturers.You want to know how consumers perceive K-Swiss shoes when compared to all other athletic shoes currently in the market.A survey is developed and administered and it indicates that the important attributes consumers looked for in athletic shoes included price,durability,fit,and support.By using a _____,you could determine how K-Swiss ranks against other brands like Nike and Adidas. 
A) perceptual map
B) product mix
C) positioning map
D) competitive chart

Quizplus · Accepted Answer

One way to investigate how to position a product is by using a positioning map, which is a visual depiction of customer perceptions of competitive products, brands or models. It is constructed by surveying customers about various product attributes and developing dimensions and a graph indicating the relative position of competitors.

Imagine That You Work for K-Swiss Athletic Shoes Manufacturers