ABSTRACT
In this chapter*, we will address the following questions: 1. What is the difference between a determinant gap map and an attribute rat-
ings gap map? 2. How are the different types of maps used? 3. How can a firm use a perceptual map in positioning new products? 4. How does a value map differ from a perceptual map? 5. When might a firm use a snake plot to map attributes? 6. What is the difference between a feature, function, and benefit?
