Using Perceptual Maps in Marketing

Customers Perceptual Maps are visual representations of what the customer thinks of a brand. They have several axes that represent attributes of a brand, and the customers’ perceptions are plotted on these axes. Perceptual Maps help to compare the brand’s attributes with those of the competitors and to ascertain market position. (Using Perpetual Maps in Marketing, General Marketing, Retrieved from https://ecampus.phoenix.edu).

Introduction

A motorcycle manufacturer, which produces a motorcycle called Cruiser Thorr, needs to acquire a marketing strategy that could possibly help increase their sales and demand for the aging Cruiser Thorr. Marketing strategists will use a perpetual map simulation process that will map out a visual representation of the customers assessment of the brand, which will help to view it’s positioning among other related products. A perpetual map can have several parameters, which can overlap in their descriptions. These overlapping parameters are the apparent characteristics of a product, and several of them often define a products fundamental parameter (Using Perpetual Maps in Marketing, General Marketing, Retrieved from https:// ecampus.phoenix.edu).

Fundamental Parameters

There are several fundamental parameters that can be looked at in order to assign a parameter value for the Cruiser Thorr and Competitors: Product Design and Styling, Service Offerings, Price, Quality Engineering, and Lifestyle Image. A representation in this simulation is the way we will look at the three major phases in the simulation;

Marketing Strategy: Reposition Cruiser Thorr

Positioning Strategy: Provide Financing Options and Increase Services.

Differentiation options:

Price Place

Maintain Price Internet (Manufacturers Web Site)...