Discussion: Marketing Segment

Discussion: Marketing Segment

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What is a perceptual map?

A perceptual map is of the visual technique designed to show how the average target market consumer understands the positioning of the competing products in the marketplace. In other words, it is a tool that attempts to map the consumer’s perceptions and understandings in a diagram.

The word ‘perceptual’ comes from the word ‘perception’, which basically refers to the consumers’ understanding of the competing products and their associated attributes. (Note: In some textbooks, perceptual maps are referred to as positioning maps, but for our purposes they essentially have the same meaning.)

The most common presentation format for a perceptual map is to use two determinant attributes as the X and Y axes of a graph, however there are also other formats that are sometimes used.

Please respond to the following: “Marketing Segment and Perceptual Map”

• Evaluate the value and utility afforded by Philip Kotler’s Segment-by-Segment Invasion Plan as a tool for mapping current and future market segment pursuits. Provide support for your rationale.
• Assess the importance of a Perceptual Map for current and potential product offerings in the marketplace. Suggest one (1) way in which this instrument can be used by marketers to affect better product positioning outcomes within the health care industry.