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Perceptual Map
Ideal Spots
Plotting Segment Centers For Each Year
Table 8.2 and Form 1
Page 4 of 4
Table 8.2 and Form 1

Table 8.2 Segment Circle Drift Rates: Every year, customers demand
increased performance and decreased size.

Segment Performance Size
Traditional
+0.7
-0.7
Low End
+0.5
-0.5
High End
+0.9
-0.9
Performance
+1.0
-0.7
Size
+0.7
-1.0

In Form 1, for each round, add the performance drift rates and subtract the size drift rates in Table 8.2. For example, in Round 0 the Traditional Segment center was 5.0 and 15.0. In Round 1 the center will have a performance of 5.7(add 0.7) and a size of 14.3 (subtract 0.7).

Form 1: Segment Centers for Each Round

Traditional Segment Center
Round Pfmn Size
0
5.0
15.0
1
5.7
14.3
2    
3    
4    
5    
6    
7    
8    
Low End Segment Center
Round Pfmn Size
0
2.5
17.5
1    
2    
3    
4    
5    
6    
7    
8    
High End Segment Center
Round Pfmn Size
0
7.5
12.5
1
8.4
11.6
2    
3    
4    
5    
6    
7    
8    
Performance Segment Center
Round Pfmn Size
0
8.0
17.0
1    
2    
3    
4    
5    
6    
7    
8    
Size Segment Center
Round Pfmn Size
0
3.0
12.0
1    
2    
3    
4    
5    
6    
7    
8    
 

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