The x-axis shows "Orientation." Its values range from Luxury to Performance. The y-axis shows the price in thousands of dollars. The bubbles are of different sizes. They are listed below in ascending order of their size.

  1. Toyota Land Cruiser

  2. Lexus LX570

  3. Lincoln Navigator

  4. Infiniti QX

  5. Land Rover Range Rover

  6. Cadillac Escalade

The position of the circles, from left to right, are:

  1. Lexus LX570

  2. Infiniti QX

  3. Lincoln Navigator

  4. Cadillac Escalade

  5. Toyota Land Cruiser

  6. Land Rover Range Rover

A note tagged to the chart reads "The location of each circle shows where consumers position a brand on two dimensions: price and luxury-performance orientation. The size of each circle indicates the brand's relative market share in the segment. Thus, Toyota's Land Cruiser is ...

Get Principles of Marketing, 17/e now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial