A Cosmetics Manufacturer Was Looking at a Graphical Display of How

question 106

Multiple Choice

A cosmetics manufacturer was looking at a graphical display of how women perceived different brands of cosmetics and was dismayed to learn that its brand was clustered with brands that are targeted toward older women, not the younger women the marketer was trying to reach. Which graphical depiction of the positioning of competing brands was the marketer using?

• A) perceptual map
• B) competitive matrix
• C) competitive array
• D) positioning plot

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Definitions:

Pituitary Gland

A pea-sized gland located at the base of the brain, secreting hormones that regulate many bodily functions, including growth and reproduction.

Morbid Obesity

A condition characterized by an excessive amount of body fat, often defined as having a BMI of 40 or higher.

Obesity

A medical condition characterized by an excessive accumulation of body fat, often defined by a body mass index (BMI) of 30 or higher.

Overweight

A condition characterized by having more body weight than is considered normal or healthy for a certain height, often due to excess body fat.