1. Is it always the case that the brand or brands that is/are best positioned perceptually to target a specific segment (according to the MDS perceptual map) will be the market leader (in that segment? In other words, if the customers in a segment think a brand is the best option for them, will it necessarily have the highest market share for that segment? Why or why not?

\f\fINDUSTRY PRACTICE - FIRM A PERIOD 6 MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20) Segment Economy Performance Convenience Buffs 3.2 15.5 -2.7 Singles 6.2 2.1 5.5 Pros -13.4 8.0 9,4 HiEamers -11.7 10.5 72 Others 11.2 -4.3 1.3\fPerformance Ideal Value Point Evolution - Economy & Performance HiEamem (P6) \"A\". Singles [P61 Economy P0 = Period zero P6 = Period six \fRelationship between PRICE and perceived ECONOMY 20 15 10 5 -5 -10 -15 -20 200 250 300 350 400 450 500 550\f\f\f\f