To Effectively Position a Product or Brand, Companies Take Four

Multiple Choice

To effectively position a product or brand, companies take four steps: (1) __________; (2) discover how target customers rate competing products or brands with respect to critical attributes; (3) discover where the company's product or brand is on these attributes in the minds of potential customers; and (4) reposition the company's product or brand in the minds of potential customers.

A) decide whether to keep or delete the market segment that your product offering targets
B) identify the competitors' brands that make up the consideration set
C) identify the important attributes for the product or brand class
D) create a marketing plan based on customers' perceptions
E) identify market niches that were not selected during the market segmentation process