Product Positioning in the B-to-B Marketplace
Positioning is the battle for the customer's mind. What position does your brand hold in the mind of your customers and prospects, and what positions do your competitors hold? How can we get inside the mind of the customer to find out?
Webinar: Product Positioning in the B-to-B Marketplace -- November 2, 2006
Gary L. Lilien
Distinguished Research Professor of Management Science, Penn State
Research Director, ISBM
To view a recording of this webinar, please visit our Webinar Archives Page.
Fact-Based Product Positioning with Perceptual Maps
Positioning is the battle for the customer's mind. What position does your
brand hold in the mind of your customers and prospects, and what positions do
your competitors hold? How can we get inside the mind of the customer to
find out?
Many marketers use perceptual and preference maps to scope out the landscape of customers' minds. These maps take stated, numerical evaluations of the key brand attributes as rated by customers and translate that information into a picture or map. Perceptual maps provide pictorial representations of the marketplace that are much more useful to managers than anecdotes or even rich numerical data. These maps do for a marketer what EKG charts do for a cardiologist seeking a quick but comprehensive diagnosis of a patient's condition.
In this webinar, Professor Lilien will introduce the basic principles of using perceptual maps for product positioning. He will then illustrate the approach using new ISBM supported software, Marketing Engineering Release 3.0, and will conclude with a discussion about how participants can make immediate use of the concepts and the related software.
For more information
Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603
Phone: 814-863-2782
Fax: 814-863-0413
