A Primary Application of Functional Theory to the Strategic Positioning

A primary application of functional theory to the strategic positioning of products is:

A) that functional theory is more valid and reliable as a predictor of consumer needs than other models
B) that everybody uses functional theory for decision making
C) not generally possible because attitudes serve many functions, no one is dominant
D) harmful to the development of favourable product associations
E) in most cases, that a particular function will dominate a consumer's need