Perceptual mapping (original) (raw)
Die Value Map (oder auch Wertematrix bzw. Preis-Leistungs-Matrix) ist ein Instrument zur Bestimmung der Wettbewerbsposition von Produkten oder Dienstleistungen. Dabei werden relativer Preis und relative Qualität des Produktes bzw. der Dienstleistung betrachtet und ergeben das relative Preis-Leistungs-Verhältnis.
| Property | Value |
|---|---|
| dbo:abstract | Die Value Map (oder auch Wertematrix bzw. Preis-Leistungs-Matrix) ist ein Instrument zur Bestimmung der Wettbewerbsposition von Produkten oder Dienstleistungen. Dabei werden relativer Preis und relative Qualität des Produktes bzw. der Dienstleistung betrachtet und ergeben das relative Preis-Leistungs-Verhältnis. (de) El mapeado perceptual es una técnica de análisis multidimensional utilizada para representar gráficamente la de los encuestados en un estudio, teniendo en cuenta dos o más dimensiones percibidas, generalmente sobre un producto. Los productos se perciben de muchas maneras; es decir, se toma en cuenta más de una característica de estímulo. Los consumidores llenan escalas de medición para expresar sus percepciones de las múltiples características y semejanzas que presentan las distintas marcas. Se analizan los resultados y pueden graficarse en “mapas perceptuales” con un sistema de coordenadas que indican cómo el público percibe las marcas y sus diferencias. (es) Perceptual mapping or market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. The positioning of a brand is influenced by customer perceptions rather than by those of businesses. For example, a business may feel it sells upmarket products of high quality, but if customers view the products as low quality, it is their views which will influence sales. Typically the position of a company's product, product line, or brand is displayed relative to their competition. Perceptual maps, also known as market maps, usually have two dimensions but can be multi-dimensional or use multiple colours to add an extra variable. They can be used to identify gaps in the market and potential partners or merger targets as well as to clarify perceptual problems with a company's product. So, if a business wants to find out where its brand is positioned in the market, it might carry out market research. This will help them to find out how the customers sees their brand in relation to others in the market. (en) |
| dbo:thumbnail | wiki-commons:Special:FilePath/PerceptualMap1.png?width=300 |
| dbo:wikiPageExternalLink | http://www.perceptionmapping.com http://www.perceptualmaps.com |
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| dbp:wikiPageUsesTemplate | dbt:Cleanup_rewrite dbt:Multiple_issues dbt:Refimprove dbt:Reflist dbt:Unsourced |
| dcterms:subject | dbc:Marketing_analytics dbc:Product_management dbc:Perception dbc:Strategic_management |
| gold:hypernym | dbr:Technique |
| rdf:type | dbo:TopicalConcept |
| rdfs:comment | Die Value Map (oder auch Wertematrix bzw. Preis-Leistungs-Matrix) ist ein Instrument zur Bestimmung der Wettbewerbsposition von Produkten oder Dienstleistungen. Dabei werden relativer Preis und relative Qualität des Produktes bzw. der Dienstleistung betrachtet und ergeben das relative Preis-Leistungs-Verhältnis. (de) El mapeado perceptual es una técnica de análisis multidimensional utilizada para representar gráficamente la de los encuestados en un estudio, teniendo en cuenta dos o más dimensiones percibidas, generalmente sobre un producto. (es) Perceptual mapping or market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. The positioning of a brand is influenced by customer perceptions rather than by those of businesses. For example, a business may feel it sells upmarket products of high quality, but if customers view the products as low quality, it is their views which will influence sales. Typically the position of a company's product, product line, or brand is displayed relative to their competition. Perceptual maps, also known as market maps, usually have two dimensions but can be multi-dimensional or use multiple colours to add an extra variable. They can be used to identify gaps in the market and potential partners or merger tar (en) |
| rdfs:label | Value Map (de) Mapeado perceptual (es) Perceptual mapping (en) |
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| foaf:depiction | wiki-commons:Special:FilePath/PerceptualMap3-new.png wiki-commons:Special:FilePath/Multi-Dimensional_Perceptual_Map.gif wiki-commons:Special:FilePath/PerceptualMap1.png wiki-commons:Special:FilePath/PerceptualMap2.png |
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