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Course Description

To improve sales and market share, knowing what consumers want isn't enough. You also need to know what they believe your product or service, and your competitors', provides. In this course, you'll analyze perceptual maps to identify which dimensions consumers use to differentiate among products, and how they perceive your products relative to competitors'. These maps are valuable for identifying opportunities to introduce and position new products, repositioning existing products, and identifying your true competitors.

Faculty Author

Sachin Gupta

Benefits to the Learner

  • Create a positioning statement that frames your brand for target customers
  • Analyze perceptual maps to make positioning decisions

Requirements

Participants must have experience with Microsoft Excel.
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Cornell Johnson Graduate School of Management
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