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Review "perceptual mapping" located on the Week 2 ERR page.

 

Review the example perceptual map in Exhibit 4-14 in Ch. 4 of  Basic Marketing.

 

Select an industry with many competitors.

 

Select two key variables that segment the competition.

 

Complete a perceptual map that includes a minimum of 10 competitors from that same industry. Explain why you placed each competitor on its particular spot on the map.

 

Use the MarketLine database and  Wall Street Journal in the University Library to facilitate your research of the company.

 

Create a 10- to 15-slide Microsoft ® PowerPoint ® presentation with your map and competitor explanations. Include a summary slide at the beginning of your presentation. Notes section should contain content to support points on the slide.

Scholarship: Include references in reference slide in presentation.

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