Using price as one dimension of a positioning grid,or as a key dimension on which a product is positioned,is very useful because price is a key driver of any marketing strategy.

Question

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Using price as a key driver of the marketing strategy is an unsound option because first, price is easily imitated by competitors and second, claims that one's product—whether a good or a service—is low-priced can lack credibility because most marketers claim this.

Using Price as One Dimension of a Positioning Grid,or as a Key