market map
Definition:
A depiction of brand relationship by plotting on axes representing consumer perceptions arrived at by SCALING TECHNIQUES in a product space. Consumers may also be plotted in a similar or the same ('joint') space, to indicate combinations of product attributes represented or not by products. The methods are elegant, but their contribution is more in illustrating relationships already known than in discovering unsuspected new product opportunities.
Cross-References:
[scaling techniques]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [J. A. Bound], [1998].