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.

Question

Quizplus · Accepted Answer

The example demonstrates that the company initially failed to position the product effectively as a breakfast substitute, but succeeded when it was marketed as a diet product, indicating a better fit within that category.

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