Zastosowanie badań marketingowych do pozycjonowania produktów
Marketing research application to product positioning

Summary/Abstract: Marketing research is necessary for a positioning of a firm or product. First, in order to do that one should investigate how consumers perceive and differentiate the product. Secondly, the positions of competing products are determined on the basis of research results. These positions are usually presented graphically on a two-dimensional spatial maps. There are four kinds of these maps: perceptual, preferential, optional, and attitudinal. The final research activities help to choose the right market position of a product, and finally, to promote and to monitor it.

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