Discussion
Establishing an image of the product or service in the mind of consumer is described as :
Answer: B
Establishing an image of the offer in the consumer's mind is positioning.
Kotler defines positioning as designing the company's offering and image to occupy a distinctive place in the minds of the target market. Volvo's position on safety and Maruti Suzuki's on economy and service reach are examples.
New product development is the process of creating new products. The product life cycle describes the stages of introduction, growth, maturity and decline through which a product's sales pass. Sales promotion uses short-term incentives such as discounts and coupons to boost sales. None of them is about the image held in the consumer's mind.
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