CLEP Marketing

Answer: A - Researchers Treacy and Wiersema differentiated positioning into three main components as follows: product leadership; operational superiority; customer intimacy. Product leadership means that the company is offering the best product in its class. For example, BMW can claim that its sports utility vehicles have the best safety records in their class. Operational superiority denotes that the company provides a wide range of products and product lines, which makes it a highly productive company. Finally, customer intimacy refers to a company’s ability to recognize and meet the needs of individuals.