perceptual mapping

(verb)

a diagrammatic technique used to asset marketers that want to visually display customer perceptions, the position of a product, a brand or product line.

Related Terms

(noun)

Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers.

Related Terms

Examples of perceptual mapping in the following topics:

  • Perceptual Mapping

    • Perceptual mapping is a graphic display explaining the perceptions of customers with relation to product characteristics.
    • Perceptual maps commonly have two dimensions even though they are capable of having several.
    • Many perceptual maps also display consumers' ideal points.
    • Perceptual maps need not come from a detailed study.
    • Evaluate the concept of perceptual mapping as part of competitive perceptual positioning

  • Positioning Bases

    • By using customer research and perceptual mapping, a marketer can create a positioning statement using one of the three main bases.
    • Positioning is facilitated by perceptual mapping to determine the ideal points of consumers.This helps to determine if positioning should be functional, symbolic, or experiential.
    • By using customer research and perceptual mapping, a marketer can create a positioning statement using one of the three main bases.
    • Examine positioning and the strategy behind it relative to competitive perceptual positioning

  • Marketing Data Types

    • This part of the segmentation process consists of drawing up a perceptual map, which highlights rival goods within one's industry according to perceived quality and price.
    • After the perceptual map has been devised, a firm would consider the marketing communications mix best suited to the product in question.

  • Conclude with Action Plan

    • Marketing Strategy- segmented - product mix, perceptual mapping, product life cycle, branding information, customer, geographic, distribution channels, pricing, discounts and allowances, price elasticity and customer sensibility promotional goals advertising reach that includes frequency, flights, theme and media types, electronic and online promotions, public relations, word of mouth (buzz marketing), viral opportunities,

  • The Perceptual Process

    • The perceptual process is the sequence of psychological steps that a person uses to organize and interpret information from the outside world.
    • Intensity - Greater intensity, in brightness, for example, also increases perceptual selection.
    • The following factors are those that determine perceptual organization:
    • Perceptual grouping - Grouping is when perceptions are brought together into a pattern.
    • Outline the internal and external factors that influence the perceptual selection process

  • Phantom Limb Sensation

    • Ramachandran argued that the perception of being touched on different parts of the phantom limb was the perceptual correlate of cortical reorganization in the brain.
    • However, research published in 1995 by Flor et al. demonstrated that pain (rather than referred sensations) was the perceptual correlate of cortical reorganization.
    • This is a stylized map of the way parts of the body map to the somatosensory cortex at the postcentral gyrus.

  • Perceptual Constancy

    • Thanks to perceptual constancy, we have stable perceptions of an object's qualities even under changing circumstances.
    • There are many common visual and perceptual constancies that we experience during the perception process.
    • The perception of the image is still based upon the actual size of the perceptual characteristics.
    • Our eyes aren't the only sensory organs that "trick" us into perceptual constancy.
    • This is thanks to auditory perceptual constancy!

  • Cognitive Biases

    • Perceptual distortions, such as cognitive bias, can result in poor judgement and irrational courses of action.
    • A cognitive bias is a pattern of deviation in judgment that occurs in particular situations and can lead to perceptual distortion, inaccurate judgment, illogical interpretation, or what is broadly called irrationality.
    • A few useful perceptual distortions managers should be aware of include:
    • Perceptual distortion makes them seem crooked.

  • Basic Map Types

    • Below are some of the most frequently used kinds of thematic maps.
    • Dot maps use dots to show comparative densities of features over a base map.
    • As do dot maps, graduated symbol maps use symbols that occur at points across a map.
    • Choropleth maps are the most common and easily recognized of the thematic maps.
    • Like graduated symbol maps, choropleth maps can be proportional or range-graded variations.

  • Physical Maps and Integration with Genetic Maps

    • Physical maps display the physical distance between genes and can be constructed using cytogenetic, radiation hybrid, or sequence mapping.
    • There are three methods used to create a physical map: cytogenetic mapping, radiation hybrid mapping, and sequence mapping.
    • Sequence mapping resulted from DNA sequencing technology that allowed for the creation of detailed physical maps with distances measured in terms of the number of base pairs.
    • Genetic maps provide the outline and physical maps provide the details.
    • Describe the methods used to physically map genes: cytogenetic mapping, radiation hybrid mapping, and sequence mapping