Assess the importance of a Perceptual Map for current and potential product offerings in the marketplace.
Marketing Segment and Perceptual Map

You are expected to participate in the weekly classroom discussion with relevant, purposeful and reflective thought. Each week you will have 2 discussion questions. Your initial posts should be substantive and show a comprehension of the assignment and the material being discussed. The original post should approximate 250 to 300 words. You are also required to respond/comment on one of your fellow-classmates’ initial post. It is important that you are respectful and courteous at all times, any responses found inappropriate by the instructor will be promptly removed and you will be notified. The grades assigned to these discussions result in the overall Participation Grade. Each discussion is worth 10 points. You must participate during the week a thread is assigned in order to receive any credit: That is from Monday through Monday 9am EST of each week. Any comments made after that will not be credited.

Discussion Question 1:

“Marketing Segment and Perceptual Map” Please respond to the following:

Evaluate the value and utility afforded by Philip Kotler’s Segment-by-Segment Invasion Plan as a tool for mapping current and future market segment pursuits. Provide support for your rationale.

Assess the importance of a Perceptual Map for current and potential product offerings in the marketplace. Suggest one (1) way in which this instrument can be used by marketers to affect better product positioning outcomes within the health care industry.

Discussion Question 2:

“Product Ladder and Hierarchy of Needs” Please respond to the following:

Assess the importance of the Ries and Trout’s Product Ladder as a target marketing device within the health care industry. Provide a rationale for your response.

Assess the level of necessity for health care marketers to possess an effective understand of human motivation in order to better understand their customers. Provide at least two (2) specific examples of the use of human motivation within a health care organization.

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