Strategic Marketing: Review questions

mgmt449_perceptualmapdatafile_0813.xls

Home >Business & Finance homework help >Marketing homework help >Strategic Marketing: Review questions

Perceptual Map Worksheet


Simply type over the grey cells below to quickly and easily create your own Perceptual Map


Step 1	Enter the Title of Your Map		Perceptual Map of the Fast Food Market in the USA
			(This is an example only. Simply type over this map title.)

Step 2	Enter the two labels for your Horizontal Axis
	For the left side of the map		Junk Food		(These are examples only.
	For the right side of the map		Healthy		Type in your attributes.)

Step 3	Enter the two labels for your Vertical Axis
	For the bottom of the map		Limited Choice		(These are examples only.
	For the top of the map		Wide Choice		Type in your attributes.)


Please note that you can click on Attribute Ideas in the menu on the main website to help determine suitable brand/product attributes to use
	Or for more information on Perceptual Maps and/or the Market Segmentation, Targeting and Positioning (STP) process, please visit
			www.segmentationstudyguide.com

Step 4	Enter the Brands or Products to be Mapped	Step 5	Score each brand/product for the two attributes			Step 6	Change the circle sizes
	Up to a maximum of 25 brands/products		Use a 1-9 scale, using the following table as a rough guide.			Please note that this is an optional step
			Horizontal Attribute		Vertical Attribute		Sizes
		1 =	Fast Food	1 =	Limited Choice	1 =	Small
		5 =	Equal mix of both	5 =	Equal mix of both	2 =	Medum
	(Some examples provided, simply type over the brands below.)	9 =	Healthy	9 =	Wide Choice	3 =	Large
1	McDonald's		5.5		7		3
2	Burger King		4		4.5		2
3	Wendy's		7		3		1
4							2
5							2
6							2
7							3
8							1
9							2
10							2
11							2
12							2
13							2
14							2
15							2
16							2
17							2
18							2
19							2
20							2
21							2
22							2
23							2
24							2
25							2


Step 7	When finished entering your data above, simply copy your Perceptual Map below and paste it into your document.







						To maintain the formating of the map
						when you copy it:

						1	Click on the edge of the map
							to highlight it

						2	Select 'copy' from the menu

						3	Go to your document

						4	Select 'paste', then 'paste special'
							and choose 'bitmap'.

Perceptual Map Worksheet

Healthy

Limited Choice

Healthy

Limited Choice

Wide Choice

Junk Food

McDonald's

Burger King

Wendy's

McDonald's

Burger King

Wendy's

Perceptual Map of the Fast Food Market in the USA