Market Mapping (Edexcel A-Level Business): Flashcards

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