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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 156
Chapter 9 also discusses product positioning, repositioning, and perceptual mapping.
a. Construct a perceptual map that includes the Xerox brand before 2008 (before recent repositioning efforts).
b. Construct a perceptual map that includes the Xerox brand in current times.
c. Discuss how Xerox's position differs (or does not differ) between the two perceptual maps from part a and part b.
a. Construct a perceptual map that includes the Xerox brand before 2008 (before recent repositioning efforts).
b. Construct a perceptual map that includes the Xerox brand in current times.
c. Discuss how Xerox's position differs (or does not differ) between the two perceptual maps from part a and part b.
Explanation
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Perceptual mapping:
It helps the manage...
Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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