When Procter & Gamble (P&G) Introduced Liquid Tide to a New

question 47

Multiple Choice

When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched to the liquid product. Rather than real sales growth, P&G simply experienced the shifting of existing customers to a new product. This exemplifies a drawback of multisegment targeting strategy. What is it called?

• A)demarketing
• B)selective perception
• C)undifferentiation
• D)cannibalization

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