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".

Question

Quizplus · Accepted Answer

The question states that Colgate has moved from managing its own brand (Colgate toothpaste) to managing the entire toothpaste category. This implies a shift to category management, where the focus is on managing a group of related products rather than just one brand. The question also mentions that Colgate has moved towards "customer-need management," which further supports the idea of category management as it involves understanding and meeting the needs of customers within a specific product category. Therefore, option B (category management) is the best choice.

Colgate Has Moved from Managing Colgate Toothpaste to Managing the Toothpaste