When doing positioning, a good marketing manager should
A. focus on the needs of baby boomers
B. avoid target marketing strategies
C. plan on making physical product changes rather than image changes
D. rely on customers' perceptions of existing and/or proposed brands
E. focus on what he or she feels are the important features of the product
Answer: (D) Positioning is based on customers' perceptions of the firm's and its competitors' product offerings. Therefore, a good positioning strategy ought to be based on customers' perceptions of brands as stated in (D).