Colgate-Palmolive Replaced Its Brand Management Structure with a Product Category

question 18

Multiple Choice

Colgate-Palmolive replaced its brand management structure with a product category management structure. A manager who had once managed Colgate toothpaste now manages all of the company's dental products. Under Colgate's new system, a product category manager would have ________.

• A) profit and loss responsibility for all dental products
• B) completely different duties than the brand manager had
• C) less direct authority to achieve goals
• D) no authority over functions, other than marketing, that affect dental products
• E) no authority over international dental product sales

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Definitions:

Flexibility

The quality of being able to adapt quickly and effectively to changing conditions and circumstances.

Union Density Rates

The percentage of workers who are union members in a specific area or sector, indicating the level of union membership and influence.

Traditionally Unionized

Refers to sectors or industries that have historically had a strong union presence and high membership rates.

Manufacturing

The process of turning raw materials or components into finished goods through the use of tools, human labor, machinery, and chemical processing.