Practice Quiz

CLEP Marketing

Category - Positioning

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Over a period of six years, Colgate released four descriptors of their natural whitening line of products, which led to consumers being uncertain of its distinct advantage. This is referred to as _________.
  1. Willful positioning
  2. Product-line obsolescence
  3. Product-line expansion
  4. Confused positioning
  5. Expanded positioning
Explanation
Answer: D - Over a period of six years, Colgate released four descriptors of their natural whitening line of products, which led to consumers being uncertain of its distinct advantage. This is referred to as confused positioning. Product descriptors are an important aspect of product differentiation in positioning strategies. When a company changes descriptors for a product or a line of products frequently, it risks confusing consumers and creating a poorly differentiated, confused positioning.
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