Product Positioning in the B-to-B Marketplace
Presented by: Dr. Gary Lilien
ISBM Research Director
November 2, 2006
Fact-Based Product Positioning with Perceptual Maps
Positioning is the battle for the customer's mind. What position does your brand hold in the mind of your customers and prospects, and what positions do your competitors hold? How can we get inside the mind of the customer to find out?
Many marketers use perceptual and preference maps to scope out the landscape of customers' minds. These maps take stated, numerical evaluations of the key brand attributes as rated by customers and translate that information into a picture or map. Perceptual maps provide pictorial representations of the marketplace that are much more useful to managers than anecdotes or even rich numerical data. These maps do for a marketer what EKG charts do for a cardiologist seeking a quick but comprehensive diagnosis of a patient's condition.
In this webinar, Professor Lilien will introduce the basic principles of using perceptual maps for product positioning. He will then illustrate the approach using new ISBM supported software, Marketing Engineering Release 3.0, and will conclude with a discussion about how participants can make immediate use of the concepts and the related software.