Product differentiation is the process of creating and designing products so customers perceive them as different from competing products. In its earliest days, Huy Fong's Sriracha was known as just another Asian sauce, but today it is marketed and recognized as a unique sauce to add flavor to any culinary creation. The decisions and activities intended to create and maintain this concept of the firm's product, relative to competitive brands, in customers' minds is known as _____.

a. product differentiation

b. product positioning

c. line extension

d. product modification

e. perceptual mapping