Final answer:
Positioning a product to isolate a market segment and create a unique image in a competitive field, commonly known as product differentiation, is indeed true. Firms use various strategies to achieve this, even when the product is similar to competitors'. Specializing in core competencies often leads to greater success.
Step-by-step explanation:
The statement that positioning attempts to isolate a segment of the market in a highly competitive field by creating a unique image for a product that is fundamentally the same as its competitors' products is true. This strategy is known as product differentiation, and it involves any action that firms take to make consumers perceive their products as distinct from competitors' offerings, even when the core product is similar. This differentiation can be based on various factors including, but not limited to, branding, marketing, features, quality, or customer service.
Focusing on core competency—specializing in one or a few products—can often lead to greater business success. Rather than trying to offer a wide range of products, a business can concentrate on perfecting a specific offering and differentiating it within the market. By doing so, they can create a niche for their product and attract a loyal customer base even in a crowded marketplace.