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As the text states, "Firms typically are most successful when they focus on opportunities that build on their strengths relative to those of their competition." Using the automobile industry in the United States, describe an example of this type of positioning strategy.

Answers will vary and change over time, but likely choices include Toyota's Scion products, lower-priced cars targeting younger consumers, or its Lexus division of upscale cars introduced years ago. In both cases, Toyota built its reputation for quality products (though that reputation has been somewhat tarnished lately). Another possibility is the recent repositioning of GM's Hummer using ads with women drivers. The hybrid autos are a third possibility.

AACSB: Analytical Thinking AACSB: Knowledge Application Blooms: Understand Difficulty: 2 Medium Learning Objective: 02-04 Describe how a firm chooses which consumer group(s) to pursue with its marketing efforts. Topic: Positioning

2-133 Copyright Š 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

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