The Attributes Selected for Use in a Positioning Map Must

question 23

Multiple Choice

The attributes selected for use in a positioning map must be:

• A)financially desirable to the business
• B)important to the potential consumer
• C)meaningful to the potential consumer
• D)a and c
• E)b and c

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Definitions:

Relationship Marketing

A marketing strategy focusing on building long-term relationships with customers rather than on individual transactions.

Production Era

A historical period in business where the focus was on production capabilities and efficiencies, with the belief that any product made efficiently and of good quality would sell.

Quality Products

Products that consistently meet or exceed customer expectations regarding their functionality, durability, and reliability.

Possession Utility

The value added by the process of transferring the ownership of a product or service from one party to another, enhancing its appeal to potential buyers.