Paper

Using Perceptual Maps in Marketing in Marketing Simulation

Myritha Cleveland

MKT/421

February 7, 2011

Shannon Peterson

Using Perceptual Maps in Marketing in Marketing Simulation

Perceptual map help improve a company’s product which is currently on the market this is done by mapping the customers’ expectations of the product. Thorr Motors map perceptual is used to create a marketing plan to assist in maintaining a superior brand image of motorcycles. The perceptual map can be described as a process by which customers views or a perception of the existing product is recorded . In this paper the subject to explain is three major phased in simulation that consists of the situation, recommended solutions, and the results. The product lifecycle is a part of marketing that must be discussed to differentiate the impact and position of the products and services.

In phase one, sales are decreasing for the Cruiser Thorr, this is in part of targeting customers who are aging and their taste is outgrowing or changed with the lifestyle of the Cruiser Thorr represents. The younger customers are interested in lower priced motorcycles because of their low personal income that do not compensate with the Cruiser Thorr’s image. To determine the Cruiser Thorr’s position in the marketplace choosing four areas that reflect highest potential. The parameter chosen for the lifestyle image, price, services, and quality engineering. The lifestyle image chosen has been since the Cruiser Thorr was beginning to outgrow the targeted age audience and not of the interest with the younger generation of customers. With the Cruiser Thorr lifestyle image is great any information gathered is useful in maintain the level of image so that it will target and satisfy the younger and older audience. Services offer a parameter chosen because compared to many of their competitors the services for the...