Figure 9-8 -A Perceptual Map Can Be Used to Identify a Firm's

Multiple Choice

Figure 9-8

-A perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" and where it fits in relationship to competitors. The map is based on perceptions of:

A) competitors.
B) intermediaries.
C) consumers.
D) competitors, consumers, and the firm itself.