Now we're into positioning. As you know, this is also a very important aspect of marketing strategy. Be sure you understand the concepts very well. This first question is relatively easy to answer. The correct answer is b). Review both Chapter 3 and your class notes.

14.   "Positioning" is concerned with

a)    how current target customers view the products available from one company.
Positioning is a competitive tool, therefore it is not only how customers view products from one company but from all the competitors.

b)    how customers view the competing brands in a market.
So it is.

c)    an analysis of the design strengths and weaknesses of a product in a market.
Positioning - as you recall - has to do mainly with perceptions, therefore design of a product does not directly affect the positioning of a product.

d)    the economic factors that affect consumer choices among alternative brands.
Definitely not.

e)    None of the above is true.
Not so.

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