Brad is a brand manager of a line of laundry detergent products in his company.His company's sales representative in Dayton,OH informed him that a competitor was conducting a test-market of a new line of strongly-scented laundry products.Brad knew from consumer research that consumers do not like overly strong scents,so he directed this sales representative to purchase all of the competitor's product in the stores in an attempt to make the product appear to sell well in the test-market so that the company will falsely believe that the product was successful.Brad's actions are called _____.

Question

Quizplus · Accepted Answer

Brad's actions are an example of test-market sabotage, where a company intentionally interferes with a competitor's test-market to manipulate the results and create a false impression of the competition's success. Cannibalization refers to a situation where a company's new product harms the sales of its existing products. Guerrilla marketing is a low-cost, unconventional marketing tactic to promote a product, and subversion refers to undermining or overthrowing a system or authority.

Brad Is a Brand Manager of a Line of Laundry