According to Kotler et al. (2014; 2018), in the context of ‘Market positioning and differentiation’, consumers position products with or without the help of the marketers.

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The question asks about Kotler et al. (2014; 2018) in the topic of 'Market positioning and differentiation' and whether consumers position products with or without the help of marketers.
Option 1: True. This statement is consistent with positioning theory, which acknowledges that consumers actively interpret and position products in the market, both under their own initiative and with influence from marketers who shape brands, messages, and attributes. It recognizes a joint process where consumer perceptions and marketing efforts interact to establish a product’s market position.
Option 2: False. This would be incorrect because it implies consumers never position products on their own or without marketer influence. In practice, consumer positioning is not solely dictated by marketers; consumers bring their own needs, beliefs, and experiences that lead them to position products in certain ways. Marketers can guide and shape perceptions, but they do not fully determine how every consumer positions a product, so the statement that consumers position products only with marketer help is too restrictive.
By evaluating both sides, the statement that consumers position products with or without the help of marketers aligns with the co-creative nature of market positioning discussed in Kotler et al., making the True option the accurate choice.

252_2HO003_Marketing

According to Kotler et al. (2014; 2018), in the context of ‘Market positioning and differentiation’, consumers position products with or without the help of the marketers.

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