Question

"Why create a perceptual map?" asked David. Andreas, the senior marketing manager, gave him four reasons. Which of the following is NOT a valid reason?
a"It’s a quick way for senior managers to see not only our product but each of our competitors, all at once."
b"It’s a way to demonstrate the dimensions that our customers think are important."
c"It shows where we aren’t—and where our competitors aren’t—in our customers’ and prospects’ minds."
d"It’s a way to show the position of the company in ten years."
e"We can easily show where we are positioned and how large the market is."

Answer 1

Answer:

A perceptual market shows perceptions of customers about the attributes of a business happening now.  Therefore, the reason stated below is not a valid one to support the usage of this graphic

d"It’s a way to show the position of the company in ten years."

Explanation:

A perceptual map offers the possibility of illustrating the perception of different products in one market in terms of different attributes: e.g. quality, price, warranty, service, design and so on.

The senior managers can take valuable decisions when looking how the market perceives the product sold by the company related to the competitors.

See the image attached to have an idea of how a perceptual map looks like.