Question

You are the newly appointed junior marketing associate at Tesla Motors. Your boss, the brand manager, decides to test your "smarts" by asking you to explain how marketing research can be used to increase the validity of the perceptual map that will be used for the firm's brand positioning and strategic marketing exercise. Prepare a short but compelling written response for your boss that answers her question. Your response should also illustrate your knowledge of how a perceptual map can be used to impact marketing actions. DOC - Paragraph BIU- A . n a 5th

Answer 1

perceptual maps are also known as market and is drawn based on customers ' perception abou the product.it displays visually the percpetions of the customers regarding the product.it is important to perform perceptual mapping , beacuse if the customers' perceive the product to be of inferiror quality then sales will be affected. hence , percpetual mapping positions a company's product/services in relation to that of a competitor to given an idea to the management about the perceptions of the customer regarding the product.

market research helps to improve the validity of perception maps.because ,market reserach helps the firm to identify their potential customers , market segments , competitors , any opportunities or challenges present in the market. it also helps the firm to identify any potential changes in the market. geographical segments to which the products can be expanded ,can also be identified using marketing research. these inputs will help the firm to create better perceptual maps based on different groups of customers, produt lines, market segments , geographical locations etc.

perceptual mapping can be used to frame the most suitable makreting techniques. because 1)it helps to see the perception of target customer 2) helps to track and measure the perfomance of marketing campaigns. 3) montor the perfomance of new products 4 ) monitor competition 5) percpetion maps helps to understand perception changes over time 6) it gives a detialed understanding about the markeing segments fand 7) it helps to identify market gaps and introduce new products into the market. once these factors are identified, the firm can form a suitable marketing strategy based on these inputs.