Procter & Gamble Introduced Its Duncan Hines Ready-To-Spread Frosting in a Small

question 89

Multiple Choice

Procter & Gamble introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Foods became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. This act illustrates ________.

• A) why many companies engage in test marketing
• B) one of the problems associated with test marketing
• C) why prototypes are so important
• D) how idea screening can make a product a commercial success
• E) the variety of sources for idea generation

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Definitions:

Orphaned Customers

Customers whose salesperson has left the company.

Product Delivery Phase

The stage in the product lifecycle where the product or service is delivered to the customer following purchase.

Relationship With Client

The ongoing interaction and bond between a business and its customers, characterized by trust, loyalty, and mutual benefit.

Prospecting Method

Techniques used to identify potential customers or clients for a business's products or services.