"Positioning":
A) involves a packaged-goods manufacturer's attempt to obtain the best possible shelf space for its products in retail outlets.
B) is useful for segmenting but not combining.
C) helps strategy planners understand how customers think about various brands or products in relation to each other.
D) applies only to existing products, not new products.
E) eliminates the need for subjective decision making in product planning.

Question

Quizplus · Accepted Answer

Positioning helps strategy planners understand how customers perceive and think about different brands or products relative to each other in the marketplace. It is an essential aspect of marketing strategy and is used to differentiate products from those of competitors. Option A is incorrect as shelf space is an operational decision, not a strategic one. Option B is incorrect as positioning can be used for both segmenting and combining. Option D is incorrect as positioning can be used for both new and existing products. Option E is incorrect as subjective decision-making is always a part of product planning, and positioning is only one aspect of it.