CLEP Marketing

Answer: A - Kotler has identified four main positioning errors except underpricing. When consumers have limited information about a brand, then it has been underpositioned in the market. Conversely, when consumers have a narrow view of a product or a brand image, so they know only of some of its offerings, it is overpositioned. When marketers make numerous changes to a brand or a product, this leads to confusion among consumers and a vague perception of its qualities and descriptors. Finally, when marketers make claims about a product’s qualities or performance that seem too good to be true to consumers, then doubtful positioning occurs in the minds of consumers.