A primary application of functional theory to the strategic positioning of products is:
A) that everybody uses functional theory for decision making.
B) in many cases, a particular function will dominate a consumer's need.
C) that functional theory is more valid and reliable as a predictor of consumer needs than other models.
D) harmful to the development of favourable product associations.

Question

Quizplus · Accepted Answer

Functional theory suggests that consumers often purchase products based on the specific functions or needs those products fulfill. Therefore, understanding which functions dominate a consumer's need can guide strategic product positioning to meet those needs effectively.

A Primary Application of Functional Theory to the Strategic Positioning