The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
Chapter 6: Determining the Structure of Product-Markets: Practices, Issues, and Suggestions ∗
Determining the Structure of Product-Markets: Practices, Issues, and Suggestions ∗
Among the more important advances in marketing over the past three decades is the development of tools and techniques for analyzing ways in which consumers perceive product offerings and make choices from among alternatives. These tools, which are concerned with the analysis of competitive relationships, take many forms and have numerous names – market structure analysis (MSA), customer perceptual mapping, choice modeling, image analysis, and quality function deployment (QFD), to name a few. Whatever their names and characteristics, all are concerned with aiding management in understanding customer perceptions of the marketplace, e.g., how many and what products/brands are in competition in a product-market of interest, how ...