Teaching guide: market mapping
Identifies how products/brands are perceived by customers relative to other products/brands in the market.
Highlights that there are various criteria used by customers to judge products, eg price v quality, narrow range of products v wide range, traditional v modern. The appropriate criteria will depend on the market and how customers assess these products, eg modern v traditional, premium v basic.
When you can use this
When discussing the positioning of a product/brand. Marketing managers must analyse a market to understand what segments exist within a market, then decide which to target, and how best to position the product in the market relative to competitors.
You might want to consider:
- the different criteria customers use to assess products
- what factors might influence the positioning a business chooses
- the implication for other functional areas of choosing a particular positioning
- why a business might want to move from one position to another.
Where it's been used
Q4, A-level paper 1, 2018
Q11, AS paper 1, SAM set 1