A primary application of functional theory to the strategic positioning of products is:
A) that everybody uses functional theory for decision making.
B) in most cases, that 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 assumes that a particular function or utility dominates a consumer's need, making it a primary application for strategic positioning of products. However, it is not universally true that everybody uses functional theory for decision making, and it is debatable whether functional theory is more valid and reliable than other models. Using functional theory in isolation can also be harmful to the development of favourable product associations, as emotional and symbolic factors can also influence consumer decision making.

A Primary Application of Functional Theory to the Strategic Positioning