Gary wants to create a perceptual map for positioning using the attribute-based approach. He comes to you for advice as to how he should get started on this. What is the first step you would advise Gary to undertake? a. Determine the specific questions to be used for the two types of ratings: (1) How does our company rate on a number of attributes? (2) How important is each of these attributes? b. Determine the importance of the attributes. c. Determine how similar pairs of two attributes are. d. Plot the attributes in a two-dimensional space.

a. Determine the specific questions to be used for the two types of ratings: (1) How does our company rate on a number of attributes? (2) How important is each of these attributes?

Explanation:

            Perceptual map may also be called as Market Mapping. It is a diagrammatic technique that is used by the asset marketers which attempts to visually display the perceptions of the customers or the potential customers. Positioning of the brand is influenced by the customer perceptions rather than those of any businesses.

            In the context, Gary in order to form a perpetual map for the positioning, he should first determine some specific questions for the two types of the ratings -- how his company rate on the number of the attributes and the importance of these attributes.

Hence, option (a) is correct.

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