Here is an example of a positioning statement for Volvo: “For upscale American families, Volvo is the family automobile that offers maximum safety.” In this example, what serves as the frame of reference for the positioning statement?

Here is an example of a positioning statement for Volvo: “For upscale American families, Volvo is the family automobile that offers maximum safety.” In this example, what serves as the frame of reference for the positioning statement?

  • Unsafe cars
  • The claim of maximum safety
  • Other family automobiles
  • Upscale American families
  • Volvos

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