CLEP Principles of Marketing Exam Prep

Answer: B - Colgate marketing managers have decided to reduce the segmentation of their White Plus and White Only brands of whitening toothpastes to curb the risk of cannibalization. When a company releases two products that are so similar in specifications, they risk an internal competition with consumers, or a cannibalization. This risk of oversegmentation is considered by marketers when developing or promoting products. Marketers must balance product coverage in the market and offering too many products to consumers.