Which diagram illustrates the position of products in relation to each other and variables such as price and quality?

• A. Position Map
• B. Product Range
• C. Product Life Cycle
• D. Product Portfolio

Answer: (A)

A perceptual map, also known as a position map, shows how products are placed in the minds of consumers relative to each other on two attributes, typically price and quality. By plotting each product on a two-dimensional graph, you can see which ones are seen as premium or budget, how closely they compete, and where there might be gaps in consumer perception to target with new or repositioned offerings. This helps marketers make strategic choices about where to position existing products or develop new ones. Other diagrams serve different purposes: a product range shows the variety of products offered, a product life cycle tracks a single product’s stages over time, and a product portfolio analyzes the mix and balance of all products a firm sells.