What Is The First Step Marketers Use To Derive A Perceptual Map?

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What Is The First Step Marketers Use To Derive A Perceptual Map?

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Determine consumers' perceptions and evaluations of the product or service in relation to competitors Marketers must first determine their brand's position relative to its competitors by asking consumers a series of questions about its own and its competitors' products. For instance, they might ask how the consumer uses the existing product or services, what items the consumer regards as alternative sources to satisfy his or her needs, what the person likes or dislikes about the brand in relation to competitors, and what might make that person choose one brand over another.
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