product positioning using perceptual maps
finding out how consumers perceive a firm's product relative to those of competitors is
essential in developing a positioning strategy. perceptual maps, a means of displaying or
graphing in two dimensions the location of products or brands in the minds of consumers,
can be used to try to understand consumer perceptions.
product repositioning involves changing the place an offering occupies in a consumer's
mind relative to competitive offerings:
1. positioning milk drinks for children
2. repositioning chocolate milk for adults
1v. sales forecasting techniques
market potential or industry potential refers to the maximum total sales of product by all
firms to a segment during a specified period of time. sales or company forecast refers to
the total sales of product that a firm expects to sell during a specified period of time.
a. judgements of the decision maker
a direct forecast means estimating the value without intervening steps by the
individual decision maker. a lost-horse forecast involves using the last known value and
then modifying it according to positive or negative factors expected in the future.
b. surveys of knowledgeable groups
ask knowledgeable people who are likely to know something about future sales. a survey
of buyers’ intensions forecast asks potential customers. a salesforce survey forecast asks
the firms sales people for a forecast.
C. statistical methods
trend extrapolation inv