Sensors vary in their dimensions (size) and the speed with which they respond to changes in physical conditions (performance). Combining size and performance creates a product attribute called positioning.

Figure 2.1 The Perceptual Map used in the Simulation.

The Perceptual Map

Positioning is such an important concept that marketers developed a tool to track the position of their products and those of their competitors. This tool is called a perceptual map. Note the perceptual map in Figure 2.1. You will see this map quite often through the course of the simulation. The map measures size on the vertical axis and performance on the horizontal axis.

The arrow in Figure 2.1. points to a location on the perceptual map where a sensor with a performance of 8 and a size of 12 is located; this product is plotted at the point where the 8 and 12 lines intersect.

Tip Your Research & Development department controls the performance and size, and therefore the positioning of your sensor products.