Perceptual Maps -

Perception is Reality

We have probably heard the cliché ‘perception is reality’. This means that we need to consider how the marketplace actually perceives the positioning of different products, rather than a technical/objective assessment of the product.

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Understanding Perceptual Maps

A perceptual map is a visual technique used by marketers to identify the positioning of their products or brands within the market, relative to their key competitors.

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Study Notes for the STP Process in Marketing

This section contains a summary of this website in a fast, easy study note format. For full information you should also review the main topics on this site, which includes many helpful diagrams (just follow the links provided for each topic below).

Study notes for the STP Process

Definitions

STP

Segmentation, Targeting, Positioning

The STP process is one of the core frameworks in marketing, guiding how firms can effectively reach and appeal to their intended audience.…

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A Step-by-step Guide to Constructing a Perceptual Map

Everything you need to know about constructing your own perceptual map, ideal for university-level marketing students.

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Interpreting Perceptual Maps Example

An easy to follow guide that clearly explains how to review and interpret a perceptual map.

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Interpreting Perceptual Maps

Everything you need to know about interpreting a perceptual map, ideal for university-level marketing students.

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Inputs to Perceptual Maps

Find out about the two main inputs of information necessary to construct perceptual maps, ideal for university-level marketing students.

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Benefits of Perceptual Maps

Why do firms use perceptual (positioning) maps? For many reasons... To see how the target consumers actually perceive the various offerings and positions. To measure/track the impact of recent marketing campaigns and any other marketing mix changes, and many more,

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Determinant Attributes

But what is meant by a ‘determinant’ attribute? Well, a simple way to think about determinant attributes is to consider the particular attributes a consumer uses when they are determining their choice between competitive offerings. In other words, determinant attributes are the most important for them and are used to differentiate key offerings.

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Points-of-Difference and Points-of-Parity Examples

To see how POD and POP work in real life, let’s look at some examples. These examples demonstrate how businesses use a balance of POP and POD to position themselves effectively in competitive markets. Each example highlights the importance of blending familiarity (POP) with innovation (POD) to meet market needs and capture consumer interest.

Points-of-Difference and Points-of-Parity Examples Read in Full