Perceptual Maps Simulation

Perceptual Maps in Marketing Simulation

University Of Phoenix

September 14, 2011

Marketing

Perceptual Maps in Marketing Simulation

This discussion describes the use of perceptual maps in a marketing simulation; it analyzes marketing sales and advertisements as well as differentiating the product from the competitor’s products. For each of the three phases of the simulation the discussion describes the situation, recommended solutions, and the results of the phases. Aside from the actual simulation there are different marketing components that were addressed and effects of the product life cycle. Each will be explained below.

* Situation

* The situation began with a story about a motorcycle created by a hammer that belonged to the Greek God Thorr and the advertisement went on to tell you how it was created. The article appeared to engage the reader by making the reader see how special and powerful this bike is according to the fictitious analogy about how the bike was created ("Use Of Perceptual Maps In Marketing", 2011). After reading the advertisement the introduction to the simulation began with a brief informative about how image matters. This informative was where I learned that marketing is not just selling and advertising but how a company differentiates its marketing from that of its competitors. Then the perceptual map was explained as describing attributes of a product. In the simulation I constructed and used a perceptual map to create a marketing plan for a motorcycle brand Cruiser Thorr.

* I had to join Cruiser Thorr as Marketing Manager and worked with three managers to formulate position strategies that constructed a perceptual map that was important to the customers. In this case, the faithful customer is at an age group that appears to be growing and Cruiser Thorr needs to appeal to a younger audience with a low-cost budget. Competitors are described as eating into Cruiser Thorr’s market share.

* In the second...