Imagine that you are a marketing executive at a toothpaste manufacturing company. How would you create and use a perceptual map? What positioning criteria might you use in creating it?
What will be an ideal response?
Creating a perceptual map involves six steps:
Determining consumers' perceptions and evaluations of a product in relation to competitors'
Identifying the market's ideal points and size
Identifying competitors' positions
Determining consumer preferences
Selecting a position
Monitoring the positioning strategy
Toothpaste manufacturers might include criteria such as tartar control, gum disease prevention, helping bad breath, teeth whitening, taste, health, or safety.
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Answer the following statement true (T) or false (F)
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What will be an ideal response?
Which of the following costs is most likely associated with the commercialization stage of new product development?
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a. True b. False Indicate whether the statement is true or false