Final answer:
The statement is false. Positioning by product class involves consideration of other brands within the same category as well as different product categories that could act as alternatives or substitutes.
Step-by-step explanation:
The statement that while positioning by product class, marketers only position against brands and not against other product categories is false. Positioning by product class involves a frame of reference that typically includes both other brands within the same category and potentially different product categories that could serve as substitutes or alternatives to the target audience. For example, a car company may position a new electric vehicle not only against other electric vehicles but also against traditional gasoline-powered cars and even public transportation options depending on the benefits they wish to highlight, such as environmental friendliness or cost savings.