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

Understand how product categorization influences positioning strategies.

Define and differentiate between the evoked set, the inept set, and the inert set in consumer behavior.

Appreciate the psychological aspects influencing consumer decisions, such as heuristics and decision rules.

Understand the concept of ethnocentrism and its impact on consumer preferences and behavior.

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Definitions:

Central Nervous

Refers to the central nervous system, which includes the brain and spinal cord, responsible for processing and transmitting neural signals.

Autonomic

Pertaining to the part of the nervous system that controls involuntary actions of the body, such as heartbeat and digestion.

Autonomic Nervous System

is a part of the nervous system that controls involuntary bodily functions such as heartbeat, digestion, and breathing.

Sensory Nervous System

The part of the nervous system that processes input from sensory organs, enabling the perception of sight, sound, touch, taste, and smell.