When doing "positioning," a marketing manager should:
A) avoid targeting strategies.
B) focus on specific product features of all generic competitors.
C) rely on how customers think about proposed and/or existing brands in a market.
D) plan physical product changes rather than image changes.
E) None of these is a good choice.

Question

Quizplus · Accepted Answer

Positioning is the process of creating an image or identity in the minds of the target market for a particular brand or product. It involves understanding how customers perceive and think about proposed and/or existing brands in a market. Therefore, a marketing manager should rely on how customers think about the brand/product to create a unique position in the market. Avoiding targeting strategies (A) would make it difficult to identify and reach the desired target audience. Focusing only on specific product features of all generic competitors (B) is not an effective way of creating a unique position in the market. Planning physical product changes rather than image changes (D) may not always be necessary and may not address how customers perceive the brand/product.

When Doing "Positioning," a Marketing Manager Should