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Question(s) / Instruction(s):

A key to positioning and repositioning a firm's product or brand effectively is discovering the perceptions of its potential customers. In determining its positioning in the minds of customers, companies take four steps: (1) identify the important attributes for the product or brand class; (2) discover how target customers rate competing products or brands with respect to these attributes; (3) ___________; and (4) reposition the company's product or brand in the minds of potential customers.

a)            discover where the company's product or brand is on the relevant attributes in the minds of potential customers

b)            decide which of your competitors would be the most effective partner in a corporate merger

c)            decide whether to keep or delete a product group or item

d)            develop a new marketing program that conforms to your leading competitor's offering

e)            identify market niches that were not previously discovered during the market segmentation process

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