Simulation Perceptual Maps in Marketing Research Paper

Simulation Perceptual Maps in Marketing - Research Paper Example Thorr Motors for example has used these maps to design a marketing plan for their high brand. Scholar Clemente defines these maps as processes through which the perception of consumers on an existing commodity are charted. I will attempt to discuss the three simulation phases, and recommended solutions and results. Phase I: this involves perceptual mapping. The situation here is decrease in sales due to brand image. This is so because the Cruiser Thorr’s target consumers were aging and their tastes had begun to outgrow the lifestyle that Cruiser Thorr symbolizes. In addition to this issue, youthful customers had more interest in lower priced motorcycles due to their lower personal disposable incomes. Maps that were perceptual were used to position Cruiser Thorr’s position in the market in terms of consumer perceptions. The parameters for mapping included price, services offered, lifestyle image and quality engineering. Since the Cruiser Thorr’s image was being ou tgrown by the target audience which was aging, lifestyle image was chosen. The mapping of the image was useful in maintaining a level of image that it satisfies both younger and older customers. Lifestyle image was important to Thorr as it had the potential to influence a customer’s decision to buy a Cruiser Thorr because of its representation. Since perceptual maps are visual representation of a customer's opinion of a brand and the Lifestyle Image of Cruiser Thorr is that of masculinity and mobility, Thorr Motorcycles should make changes regarding the consumer image in the wake of decreasing sales, so as to be able to bring back the profits the Cruiser Thorr had before. Marketing is not only about selling and advertising, it also affects products and the consumers in the economic system and organizations must understand how this happens. Simulation helps perfectly in this in that it helps construct and use perceptual maps so as to create effective marketing plans like for T horr’s motorcycle brand. Phase II: phase two of simulation is about the product, either introducing a new product into the market or repositioning the existing one. The situation involves decrease in sales of Cruiser Thor and the need to come up with a market plan able to reposition Cruiser Thorr to effectively and efficiently launch a new product of a motorcycle. The top judgment for the association was aimed at repositioning Cruiser Thorr through financing solutions and boosting services. By providing financing alternatives and rising services Thorr Motorcycles Inc can open doors for possible consumers who may have had the feeling that the Cruiser Thorr was further than their reach especially younger viewers who may already have shown great interest and passion in the Cruiser Thorr. Recommended Solutions: The solutions here are in the area of reforming engineering in terms of quality, pricing, and services. Quality engineering touches on every aspect or quality of the commo dity or product, including style, design, engine capacity and more importantly, the design of the engine. Quality engineering has a high market impact of the product and could increase sales by meeting the customers’ needs in terms of quality, thus increasing the organization’s level of credibility of its products. Pricing is also very important to customers as it influences decisions to make a purchase for an item or not. Having a high price is okay as long as the quality and credibility

Research Paper Example | Topics and Well Written Essays - 1000 words

Research Paper Example Even with the government allocating relatively low funding to the national health care as part of measures to cut costs, Israel still managed to build a quality health care system ranked among the best in the world. Among the different medical areas, the country has performed exceptionally well in the diagnosis of chronic diseases thus preventing frequent hospitalizations unnecessarily. Such include cases like diabetes, which usually receive appropriate attention and early diagnosis significantly reducing the rate of complications as well as chances of hospitalization (Brinkley, 2007, p. 27). Government’s commitment and dedication to ensuring a healthy nation has been a key input to the success of the program. One other reason why proper execution of healthcare programs has yielded fruit is the fact that Israel benefited a lot from the influx of doctors and nurses from the former Soviet Union in the 1990’s though most are now aging and exiting from the profession. The c ountry’s health care is based on universal coverage, substantial federal government control and oversight and is a managed healthcare system. The country’s health care model requires citizens to be members of one of the four insurance plans. The plans are by law mandated to meet certain minimum service quality requirements and are not expected to reject clients simply because of certain preexisting conditions (Brinkley, 2007, p. 20). Even though the management of healthcare has been such a success, several areas of improvement have been suggested from various quarters. One such area is the expansion of the assessment of medical data by insurers from community health fund clinics to include monitoring improvements in care. Additionally, hospitals have also been urged to enhance the quality of treatment and accessibility of hospital data by healthcare professionals. There has not also been enough competition among providers of healthcare and also on quality among health care funds. Increased competition in these areas has been proposed as another avenue for better health care in the country. In terms of equity in care provision, there are a number of gaps based on ethnic groups and between the rich and the poor. To enhance accessibility to care and improve equity, additional efforts are inevitable. The Israel and the American Healthcare Systems The American healthcare system is majorly a public private partnership arrangement with a majority of Americans covered by their employers. There are more than 5000 hospitals in the United States majority operating as nonprofit private entities. A good number of Americans did not have health insurance but with the enactment of the Patient Protection Affordable Care Act (PPACA), the number without insurance is projected to significantly reduce. Both the American and the Israel health systems employ both public and private sources of funding with a mix of government and non-governmental organizations. Both sys tems are among the few in the world that utilize extensive use of competing managed care organizations though faced with shortages in healthcare professionals particularly physicians and nurses (Brinkley, 2007, p. 23-24). One of the notable differences between Israel’s and America’s healthcare systems is the issues of financing and coverage as well as cost control in health