Review “perceptual mapping” located on the Week 2 ERR page.
Review the example perceptual map in Exhibit 4-14 in Ch. 4 of Basic Marketing.
Select an industry with many competitors.
Lotions – Jergens, Vaseline, Keri, Dove, Lubriderm
Select two key variables that segment the competition.
Scent – Fragrance
Complete a perceptual map that includes a minimum of 10 competitors from that same industry. Explain why you placed each competitor on its particular spot on the map.
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