A perceptual map refers to
A. a framework used to compare one firm's product offerings with another firm's offerings in relationship to their relative market share.
B. a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand.
C. a framework used to demonstrate the growth or decline of specific market segments within an industry.
D. a framework to relate the market segments of potential buyers to the products offered or potential marketing actions by an organization.
E. the place a product occupies in a single consumer's mind on unimportant attributes relative to competitive products.
Answer: B
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