Which of the following statements about positioning is FALSE? Positioning techniques
A. require a firm to collect data about consumer perceptions of products
B. are sometimes called perceptual mapping techniques
C. typically rely on a "product space" diagram to show the relationship among competing products
D. may use information on consumers' "ideal products" so that the preferences of different consumer segments can be considered
E. place products on a graph based on price level and quantity demanded
Answer: (E) Positioning deals with consumers' perceptions (A). It uses a graphing tool called a perceptual map (B) or a product space diagram (C), and it sometimes incorporates consumers' ideal preferences (D). The only choice that is incorrect is (E) since positioning does not always map brands based on price and quality. The two attributes could be anything that would be relevant to the product category in question. Therefore, the correct answer is (E).