Read chapters 7 and 8 of the textbook Principles of Marketing by Kotler, P.T. & Armstrong, G. (2016) in detail.
Research segmentation, target markets, positioning and branding, products and services. Perception positioning maps are used to show consumer
perceptions of brands in a product category. Search the Internet for guides to creating perception positioning maps. Choose a product category of your
choice. Prepare your own map with your perceptions of brands in your product category. How do you think the brand you perceived as the least favorable
could be improved?
