Asked by Naitik Jariwala on Sep 28, 2024
La Quinta sends surveys to customers asking them to rate attributes of the hotel chain from 1-to-5 where "1" means "very unpleasant" and "5" means "very pleasant." Which tool is La Quinta most likely using for brand positioning?
A) semantic scales
B) perceptual maps
C) customer value maps
D) positioning statements
Semantic Scales
A type of survey rating scale that uses words rather than numbers to identify the distance between points on the scale, often used in measuring attitudes or perceptions.
Perceptual Maps
A visual representation used in marketing to display customers' perceptions of a brand or product in comparison to its competitors on various attributes.
Customer Value Maps
A visual or graphical representation of the value that customers derive from a product or service compared to its competitors.
- Detect and explicate the various approaches and procedures applied in the positioning of brands.
- Recognize the role of consumer feedback in evaluating brand positioning.
Learning Objectives
- Detect and explicate the various approaches and procedures applied in the positioning of brands.
- Recognize the role of consumer feedback in evaluating brand positioning.
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