Colgate Has Moved from Managing Colgate Toothpaste to Managing the Toothpaste

question 102

Multiple Choice

Colgate has moved from managing Colgate toothpaste to managing the toothpaste category to managing mouth care. In other words, Colgate has moved from brand management to ________ to "customer-need management".

• A) market management
• B) category management
• C) customer management
• D) product management
• E) need management

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Definitions:

Theory of Mind

The ability to attribute mental states—beliefs, intents, desires, emotions, knowledge—to oneself and to others, and to understand that others have beliefs, desires, and intentions that are different from one's own.

Self-Concept

A person's perception and understanding of themselves, including beliefs about one's own abilities, appearance, and personality.

Schema

A cognitive framework or concept that helps organize and interpret information in the brain, based on accumulating knowledge.

Temperament

Temperament is the aspect of an individual's personality that is innate rather than learned, influencing their reactions and behaviors.