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Market Segmentation, Targeting, and Positioning

Focus: Chapters 9

This web exercise 8 consists of two parts: Perceptual map and answer 2 questions after watching the video called “Domino’s Pizza Turnaround”. There is no correct answer for the perceptual map but you still need to think about how to create the perceptual map. Please watch the “Segmentation Process” video and please answer the following questions.

We need to obtain a better understanding of consumers’ perceptions of the automobile industry. Now you need to choose your car brand like BMW, Hyundai. Who are eight major competitors in this industry? Identify the top two important attributes for consumers of cars? What are the dimensions of each attribute (e.g., high and low)? List your findings for each competitor in the template below.

Step 1	Enter the Name of Your Car Brand
Step 2	Enter the two labels for your Horizontal Axis	For the left / right side of the map
Step 3	Enter the two labels for your Vertical Axis	For the top / bottom of the map
Step 4	Enter the Names of Your competitors

Your Brand name: ______________________

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