According to Kotler et al. (2014; 2018), in the context of ‘Market positioning and differentiation’, the best positioning strategy for long term goal is ‘More for Less’.

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Restating the question and options: The statement asserts that, according to Kotler et al. (2014; 2018), in the context of ‘Market positioning and differentiation’, the best positioning strategy for long-term goals is ‘More for Less’. The answer options are: True and False.
Option 1: True. This option would claim that ‘More for Less’ is the best long-term positioning strategy. In Kotler’s framework, ‘More for Less’ represents offering more benefits at a lower price, which is economically difficult to sustain over the long run for most firms. While it can be a powerful short-term move to gain market share, it is generally considered unsustainable as a long-term strategic positioning because it compresses margins and may erode perceived value if not supported by cost leadership or scale advantages. Therefore, labeling this as the best long-term strategy is typically incorrect.
Option 2: False. This option correctly challenges the claim by recognizing that although ‘More for Less’ can capture attention or drive trials, it is rarely sustainable as a long-term positioning strategy in Kotler’s differentiation and positioning literature. Long-term success usually relies on strategies like ‘More for More’ (premium value), ‘More for the Same’ (value improvement without price increase), or ‘Same for Less’ (value-based affordability), which balance advantages with viable margins. The statement conflates a potentially opportunistic tactic with an enduring strategic stance, making it inaccurate as a long-term best practice.
In summary, the assertion that ‘More for Less’ is the best long-term positioning strategy contradicts Kotler’s emphasis on sustainable value propositions and profitability, so the correct choice is False.

252_2HO003_Marketing

According to Kotler et al. (2014; 2018), in the context of ‘Market positioning and differentiation’, the best positioning strategy for long term goal is ‘More for Less’.

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