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Ine axes on a perceptual map are sales and profitability. customer perceptions of the firm's product versus the brand of the firm's principal competitor. product

Ine axes on a perceptual map are

sales and profitability.

customer perceptions of the firm's product versus the brand of the firm's principal competitor.

product variety and profitability.

market share and market growth rate.

two important product attributes, ranging from high to low on that attribute.

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