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.
Summary:
Under positioning: this occurs when the buyers know much less about the brand or do not know anything special about the brand.
Over positioning: when the buyers have too narrow a view of the firm, the product or brand, for example, buyers may perceive Ram Maica as offering only quality decorative laminates, when in reality it offered decorative glass and flush door too.
Confused positioning: buyers may have a confused image of the brand, this may occur as a result of the frequent changes in the positioning statement.
Doubtful positioning: it occurs when buyers doubt the veracity of the claims made by the firm.
