Final answer:
Product positioning is not just about the physical location of a product in a store but also encompasses a product's market image and identity, informed by the Hotelling Model and place product packaging strategies.
Step-by-step explanation:
The statement "Product positioning refers to marketers' efforts to have their brands located in the most appropriate location in stores" is false. Product positioning is a broader marketing strategy that involves not only the physical placement of a product in a store but also the product's image and identity within the market's minds. This can be shaped by various factors, including advertisements that focus on physical aspects (e.g., 'unbreakable bottle, nonstick surface') as well as strategic firm locations (e.g., a gas station at a busy intersection).
The Hotelling Model suggests that businesses will agglomerate to maximize potential customers, indicating that site location is crucial to market competitiveness. Moreover, the concept of place product packaging in marketing emphasizes creating a consistent and familiar environment in physical locations to attract and retain customers. Though very important, these are just parts of a comprehensive product positioning strategy, which also includes pricing, promotion, and product differentiation.