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

Question

Quizplus · Accepted Answer

Cannibalization refers to when sales of a new product come at the expense of sales of an existing product within the same company. In this case, the introduction of Liquid Tide led to the shifting of customers from the traditional powdered detergent segment, resulting in cannibalization rather than real sales growth.

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