Robert Black, regional manager for Ford in Texas and Oklahoma, faced a dilemma. The Ford F-150 pickup truck was the best-selling pickup ever, yet Ford's headquarters in Detroit had decided to introduce a completely redesigned F-150. How could Mr. Black sell both trucks at the same time? He still had "old" F-150s in stock.

In his advertising, Mr. Black referred to the new F-150s as follows: "Not a better F-150. Just the only truck good enough to be the next F-150."

This statement represents Ford's _______ of the new F-150.

A. positioning
B. targeting
C. integrated marketing communication
D. mass customization
E. segmentation

Robert Black's statement represents Ford's positioning of the new F-150, where he crafted an impression that the new model was the distinct successor to the old F-150.

Robert Black's statement about the new F-150 represents Ford's positioning of the new vehicle. Positioning in marketing involves creating an image or identity in the minds of the target market for its product, brand, or organization.

In this case, Mr. Black carefully crafted the impression that while the new truck model wasn't necessarily better than the old one, it was distinct enough to be considered the next version of the F-150. He did this to maintain the value of both the old and new models, avoiding making the older models seem obsolete.

Learn more about positioning here:

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