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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 create and use 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, PhD

Benefits to the Learner

  • Explain the value of perceptual maps to overall product positioning
  • Create and use perceptual maps to identify which dimensions consumers use to differentiate among products
  • Identify opportunities to introduce and position new products, reposition existing products, and identify competitors

Requirements

Participants must have experience with Microsoft Excel.

Applies Towards the Following Certificates

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Samuel Curtis Johnson Graduate School of Management
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