Service: Tow truck service 

Apply  perceptual mapping to your service. You can use one of these  Mapping Techniques: similarity scaling, factor analysis, or discriminant  analysis. 

 This  involves defining your market, deciding what the main benefit is,  selecting the price, and design/market positions. You can look at this  by answering the following questions:  

1. What are the primary benefits your product offers? 
2. How might you determine if you are priced right? 
3. If you do not know what your customers are willing to pay for, how will they know?

 Include a supporting narrative that responds to each of the three above questions, which should explain your perceptual map.