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

question 50

Multiple Choice

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

• A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills.
• B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors.
• C) The company confused a superordinate level with a subordinate level of categorization.
• D) The determinant attributes between diet pills and breakfast were not sufficiently strong.

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Definitions:

Budgeted Sales

The projected amount of sales revenue a company expects to earn over a specific period, often used for planning purposes.

Actual Sales

The real revenue generated from goods or services sold, measured within a specific period.

Implied Value

a value that is not directly stated but can be derived from given information through analysis or calculation.

Swiss Chalet Franchise

A business opportunity that involves becoming a part of the Swiss Chalet chain of restaurants, known for their rotisserie chicken.