Jake is the marketing manager at Z-T athletic shoes manufacturers. Jake wanted to know how consumers perceive Z-T shoes when compared to all other athletic shoes currently in the market. He develops and administers a survey which indicates that the important attributes consumers look for in athletic shoes include price, durability, fit, and support. In this case, Jake could determine how Z-T ranks against other brands by using a _____.

Question

Quizplus · Accepted Answer

A positioning map is a tool that helps determine how a brand is perceived by consumers compared to its competitors. It plots brands based on two or more attributes that are important to consumers, such as price, durability, fit, and support. Therefore, Jake could use a positioning map to determine how Z-T ranks against other brands in terms of these attributes. A perceptual map is another tool that helps visualize how consumers perceive brands, but it is not as useful for comparing brands directly. A product mix is a set of all the products and product lines a company offers. A competitive chart is not a commonly used marketing research tool.

Jake Is the Marketing Manager at Z-T Athletic Shoes Manufacturers