Dylan is interested in determining how customers consider his firm's dietary products compared with its competitors. He begins surveying customers and asking them to state what they think about the products and brands in the dietary industry based on the dimensions of effectiveness and affordability. He will use this feedback to create "ideal points" for what consumers desire in dietary products. He will then compare these "ideal points" with his firm's products as well as other brands in the industry to see how they measure up. Dylan is engaging in
A)brand management.
B)perceptual mapping.
C)product repositioning.
D)product modification.
E)product differentiation.

Question

Quizplus · Accepted Answer

Dylan is using survey data to map how customers perceive different brands in the dietary industry based on the dimensions of effectiveness and affordability. This process is known as perceptual mapping, which can help firms identify areas where their products are outperforming competitors and areas where improvements are needed. The other options (brand management, product repositioning, product modification, and product differentiation) may be related to this process, but are not specifically what Dylan is doing in this scenario.

Dylan Is Interested in Determining How Customers Consider His Firm's