11

b

c

a

6. c

7. d

8. e

9. a

10. b

1. 3 and 7

2. 2 and 6

3. 8 and 1

4. 5 and 4

C

e

• purpose of targeting: select primary target market

• perceptual vs positioning map

  • perspectual map - visualizes customer brand perceptions

  • perception

  • positioning map - shows your intended position