Positioning relies upon the communication of one or more sources of value to customers in a way that the customer can easily make the connection between ________.
A) The cost of the product and the quality.
B) The way the 4 p's work with one another.
C) The customer's needs and wants and what the product has to offer.
D) The quid pro quo of product and advertising.
E) The salesperson and the customer at a personal level

Question

Quizplus · Accepted Answer

Positioning is based on communicating the value of a product or service in a way that meets the customer's needs and wants. Therefore, it is important to make a clear connection between the customer's needs and wants and what the product has to offer. Choice A is incorrect because the cost does not necessarily reflect the quality of the product. Choice B is incorrect because while the 4 P's (product, price, place, promotion) are important in the marketing mix, they are not directly related to positioning. Choice D is incorrect because quid pro quo refers to a mutually beneficial exchange, but positioning is more about communicating value than exchanging something. Choice E is incorrect because salesperson-customer relationships are important in sales, but they do not necessarily determine positioning.

Positioning Relies Upon the Communication of One or More Sources