4. According to the reading, product positioning is presenting goods or services in a way that can differentiate them from other similar products.
The professor explains this concept by giving his friend's example.
First, he explains that his friend released a new hiking boot. His friend thought it would be popular because its price was cheaper than similar products. But, it wasn't selling very well than expected the sale was not good. After doing some market research, his friend realized that the quality is more important to consumers than the price when it comes to purchasing hiking boots.
Then, he explains how his friend responded to new research information to better position the product. His friend started marketing the boot's superiority (What exactly is it?) over other products in terms of sturdiness. Also his friend raised its price to be bit more a little expensive than other similar products. As a result, sales skyrocketed and the boot had been positioned as a high-end product.
This example demonstrates product positioning.
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