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    Question

    If customers perceive a bank as “too expensive for

    average customers,” this is an example of:
    A Over-positioning Correct Answer Incorrect Answer
    B Under-positioning Correct Answer Incorrect Answer
    C Confused positioning Correct Answer Incorrect Answer
    D Doubtful positioning Correct Answer Incorrect Answer
    E Mass positioning Correct Answer Incorrect Answer

    Solution

    Over-positioning occurs when brand is perceived as too exclusive or narrow. Why others are incorrect: Under-positioning lacks differentiation; Confused = mixed message; Doubtful = unbelievable claims; Mass positioning targets broad audience. Banking Example: Bank seen as only for ultra-rich.

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