Final answer:
False. Product positioning is meant for the target market, not non-potential customers, thus making the statement false. Marketers aim to differentiate their products to influence purchasing decisions.
Step-by-step explanation:
The statement that a marketer develops the product's positioning to influence non-potential customers' overall perception of a brand is false. Product positioning is strategically focused on the target market, not on individuals who are not potential customers.
Through advertising and product differentiation, marketers aim to shape the perceptions and increase the demand for their products among those who are most likely to purchase them. Advertising explains to the target market, or makes them believe, that the products of one firm are different from those of another, thereby influencing purchasing decisions within the competitive marketplace.