A Small Company, Graig Inventions, Produced a Pill That Had

question 99

Multiple Choice

A small company, Graig Inventions, produced a pill that had the nutrient value of a healthy breakfast. They put it on the market as a substitute for breakfast for busy people. The product failed. Graig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?

• A) The company confused a subordinate level with a basic level of categorization.
• B) The determinant attributes between diet pills and breakfast was not sufficiently strong.
• C) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level, but it did appear to fit within the category of diet pills.
• D) The company confused a normal level with a basic level of categorization.
• E) The company confused a superordinate level with a subordinate level of categorization.

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Definitions:

Goods And Services

Products and activities provided in the marketplace that satisfy consumer needs and wants.

Seller To Buyer

The transfer of products, services, or assets from the seller to the buyer in a market transaction.

Ownership Utility

Orderly transfer of goods and services from the seller to the buyer; also called possession utility.

Exchange

A platform or marketplace where goods, services, or securities are traded between parties.