The "product space" graph (perceptual map) resulting from a positioning study for shampoo shows a substantial target market that is currently served by only one product—"Exotic Balsam." Which of the following is a reasonable course of action for a competing manufacturer?
a. Develop a new product to compete with Exotic Balsam.
b. Look for an area on the map where there is a smaller target market that is not served by any current products.
c. Attempt to reposition a current product as an alternative to Exotic Balsam.
d. Do a broader analysis that includes an examination of customer needs and attitudes.
e. Any of the above might be reasonable, depending on the circumstances.
Answer: e. Any of the above might be reasonable, depending on the circumstances.