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10 cards from this deck
How consumers perceive & categorize products in marketplace
Perceptual mapping or positioning mapping
Customer perceptions, not business beliefs
Two axes, each representing a product attribute
Maps created using primary market research data from customers
Maps based on marketers' professional understanding, not data
Can only analyze two product attributes simultaneously
Primary research needed is expensive for accurate maps
Reality/objective quality of products
Identify gaps in market where competition is weak
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