Positioning is
A. giving a product meaning that distinguishes it from its competition
B. occupying a specific place in consumers minds relative to competing products
C. not as important as segmentation
D. primarily meant for large multinational companies
E. Both (A) and (B) are true
Answer: (E) Positioning is giving a product a specific image that differentiates it from its competition (A), and this is done to occupy a certain place in consumers' minds in relation to competing brands (B). Since both (A) and (B) are true statements, the correct answer is (E). Positioning is as important as segmentation, so (C) is incorrect. Also, positioning can be used by any firm regardless of size or status, so (D) too is incorrect.