Interactive Online Positioning With the Web-based Product Positioning Map Graphics Package

Abstract

The Web-based Product Positioning Map (PPM) graphics package is an interactive online market segmentation analysis and positioning package that enables competing participant teams in the marketing simulation COMPETE to apply their knowledge of market segmentation analysis and positioning in strategic market planning. Participants with Web-access can use this package on a 24x7 basis to perform market segmentation analysis and positioning of their own brands relative to the brand positions of their competitors. This package enables participants to generate customized product positioning map graphic displays and to download and use them in their team reports and presentations at the end of the semester. They can create sophisticated build PowerPoint presentations to illustrate their own brand trajectories and the brand trajectories of their major competitors, as they cover the market segmentation analysis and positioning of their brands. This package facilitates the integration of computers, the Internet and the World Wide Web into the marketing curriculum.