A product manager for a new brand of laundry detergent must:
A)increase problem recognition for detergent purchases.
B)interrupt consumers' routine choice behavior and get them to consider a new brand.
C)maintain a lower price than competitors.
D)provide detailed information to consumers.
E)create pioneering advertising.

Question

Quizplus · Accepted Answer

The product manager must interrupt consumers' routine choice behavior and get them to consider a new brand, as this is the biggest challenge in gaining market share in a crowded and established detergent market. Increasing problem recognition, maintaining a lower price, providing detailed information, and creating pioneering advertising are all important, but they won't be effective if consumers don't break out of their established habits and consider the new brand.

A Product Manager for a New Brand of Laundry Detergent