Arrow is "a different kind of company, manufacturing a different kind of a car"; the RoadPro is "like nothing else." Statements such as these reflect a firm's ________.
A) portfolio
B) marketing segment
C) positioning
D) marketing mix
E) mission statement

Question

Quizplus · Accepted Answer

The statements "a different kind of company, manufacturing a different kind of car" and "like nothing else" both reflect a firm's positioning strategy. Positioning is the process by which a company creates a unique image and identity in the minds of its customers, relative to its competitors. These statements suggest that the company is trying to differentiate itself from other car manufacturers by emphasizing its unique features or characteristics, which is an essential part of positioning. Portfolio refers to a company's collection of products or services, marketing segment refers to the group of customers that the company targets, marketing mix refers to the various tactics a company uses to promote its products, and mission statement refers to a statement of a company's purpose and values. While these concepts are related to marketing, they are not directly related to the idea of positioning.

Arrow Is "A Different Kind of Company, Manufacturing a Different