CLEP Marketing

Answer: C - Product positioning has emerged as a way to reduce consumers taking a defensive mind orientation due to the volume of advertising and promotion messages they receive. Consumers take this defensive mind position because they receive an overwhelming amount of information about brands and products. Product positioning is used to match marketing efforts to information that matches consumers’ existing knowledge and experience. Additionally, positioning addresses unique consumer needs and wants, which reduces the risk of defending against information that is not useful to them.