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

Multiple Choice

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.