Perceptual Mapping a Manager Guide
Readi 間 g2
Managing the
Dolan , Robert J. (1990) ,“ Perceptual Mapping: A Manager's Guide" , Neω Product Development Process , Addison叫1 esley Publishing Company , Inc.: Reading , Massachusetts , 95-109.
CAL licensed copy - Ul1αuthorised copying prohibited
""'"團
Harvard Business School
g 閻590 間 121
July 5, 1990
Perceptual 關 apping: A 關 anager's
J. Introduction
Guide
Pictures are often more effective than words ，巴﹒忌， basketball coaches map out plays on miniblackboards during time-outs; a company's annual reports set out sales figures in a bar graph; and executives study maps of sales regions to identífy account concentration and territory developmen t. Similar pictures often play a role in new product development as evidenced by the common usage of terms like 可roduct positioning" and “ market structure." These terms seem to indicate that 也e manager is visualizing a map of the marketplace .in which brands are positioned against one another vying for the spot which consumers most desire. In strategic planning sessions , it is not unusual for a participant to pick up a marker and make his vision exp 1icit on a flip char t. For example, a V, P. of marketing for a men's tailored cI othing company might think of the dimensions of competition as mainly two: price and youthfulness of appeal and thus sketch out the "map" in Figure A. Products range from the very expensive Hickey Freeman for the mature person to Austìn Reed as branded low-price alternative for the younger set, to private label clothing. The strategic planners use this map as the focal point of a discussion on where the firm's new suit line should be plac巴 d.
Implicit1y , the group makes two assumptions in using the map 扭曲is way: (i) potential customers use these same two dimensions in differen世ating brands , i. e. , price andyouthfulness of appeal are key ωcustomers and (îi) the placement of a brand on the two dimensions reflects the beHefs of customers. If it is a reliable representation of the
Managing the
Dolan , Robert J. (1990) ,“ Perceptual Mapping: A Manager's Guide" , Neω Product Development Process , Addison叫1 esley Publishing Company , Inc.: Reading , Massachusetts , 95-109.
CAL licensed copy - Ul1αuthorised copying prohibited
""'"團
Harvard Business School
g 閻590 間 121
July 5, 1990
Perceptual 關 apping: A 關 anager's
J. Introduction
Guide
Pictures are often more effective than words ，巴﹒忌， basketball coaches map out plays on miniblackboards during time-outs; a company's annual reports set out sales figures in a bar graph; and executives study maps of sales regions to identífy account concentration and territory developmen t. Similar pictures often play a role in new product development as evidenced by the common usage of terms like 可roduct positioning" and “ market structure." These terms seem to indicate that 也e manager is visualizing a map of the marketplace .in which brands are positioned against one another vying for the spot which consumers most desire. In strategic planning sessions , it is not unusual for a participant to pick up a marker and make his vision exp 1icit on a flip char t. For example, a V, P. of marketing for a men's tailored cI othing company might think of the dimensions of competition as mainly two: price and youthfulness of appeal and thus sketch out the "map" in Figure A. Products range from the very expensive Hickey Freeman for the mature person to Austìn Reed as branded low-price alternative for the younger set, to private label clothing. The strategic planners use this map as the focal point of a discussion on where the firm's new suit line should be plac巴 d.
Implicit1y , the group makes two assumptions in using the map 扭曲is way: (i) potential customers use these same two dimensions in differen世ating brands , i. e. , price andyouthfulness of appeal are key ωcustomers and (îi) the placement of a brand on the two dimensions reflects the beHefs of customers. If it is a reliable representation of the
References: Aro悶，R.“ Consumer Involvement in Retail Store Positioning ," Journal of Academy of Marketing Science , Spring 1982 , vo l. 10 , 4t2 , pp. 109-124. Block, R.A. "Evaluating Distribution Channels with Perceptual Mapping ," SS etc. , 1989 , pp. 115-124. Hauser , ]. and F. Koppelman. “ Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness ," Journal ofMarketing Research, Vo l. XV I, November 1979 , pp. 495-506. Jain , A. “ A Predictive Study in Perceptual and Evaluative Mapping ," Journal of Academy of Marketing Sdence, Fa 1l 1978 , Vo l. 6, #4 , pp. 300-313. Johnson , R. M. “ Adaptive Perceptual Mapping ," Sawtooth Software Conference on Perceptual Mapping, Conjoint Analysis , and Computer Interviewing , 1987 , pp. 143-158. Lautman , M. R., L.M. Percy , and G. R. Kordish. “ Campaigns from Multidimensional Scaling," Journal 。f Advertising Research , Vo l. 18 , #3 , June 1978 , pp. 35-40. Neidell , C. A.“ The Use of Nonmetric Multidimensional Scaling in Marketing Analysis ," Journal of Marketing, Vo l. 33 , October 1969 , pp. 37-43. Siemer, R.H.“ Using Perceptual Mapping for Market-Entry Decisions ," 1989 Sawtooth Software Conference Proceedings, 1989 , pp. 107-114. Silk , A. and G. Urban. “ Pre-Test-Market Evaluation of New Packaged Goods: A Model and Measurement Methodology ," Journal ofMarketing Research. Vo l. XV , May 1978 , pp. 171-19 1. Singson , R.L.“ Multidimensional Sca1ing Analysis of Store Image and Shopping Behavior," Journal of Retailing, Vol. 51 , #2 , Summer 1975. Smith , R.E. and R. F. Lusch. "How Advertising Can Position a Brand ," Journal of Advertising Research, Vo l. 16 , February 1976 , pp. 37-43. Stannard , C. I. "Perceptual Mapping and Cluster Analysis: Some Problems and Solutions ," 1989 Sawtooth Software Conference Proceedings, pp. 133月 142. 11