11. A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy

11. A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy       breakfast. The company put the product on the market as a substitute for breakfast for busy       people. The product failed. Craig Inventions then marketed the pill as a diet product and it       became very successful. What does the example best demonstrate?
a. The company confused a subordinate level with a basic level of categorization, which     led to the company’s failure to identify the product’s most important competitors. b. The company did not position the product well. It was difficult to convince consumers     that a pill was a breakfast on the superordinate level; however, it did appear to fit     appropriately within the superordinate category of diet pills. c. The company confused a superordinate level with a subordinate level of categorization. d. The determinant attributes between diet pills and breakfast were not sufficiently strong