Marketing Managers in a Product Development Firm Routinely Create "Gap

question 55

Multiple Choice

Marketing managers in a product development firm routinely create "gap maps" representing the position of their company's product vis-à-vis competitive offerings. The marketing managers use their subject matter knowledge and make judgment calls based on prior experience and expertise. This is an example of a(n) _____ gap map.

• A) AR perceptual
• B) determinant
• C) OS perceptual
• D) experiential

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