Key variables that segment the competition

Review “perceptual mapping” located on the Week 2 ERR page.




Review the example perceptual map in Exhibit 4-14 in Ch. 4 of Basic Marketing.




Select an industry with many competitors.


 Lotions – Jergens, Vaseline, Keri, Dove, Lubriderm


Select two key variables that segment the competition.



Scent – Fragrance


Complete a perceptual map that includes a minimum of 10 competitors from that same industry. Explain why you placed each competitor on its particular spot on the map.




Use the MarketLine database in the University Library to facilitate your research of the company.