Discussion
The objective of "defensive switching' is to :
Answer: A
The objective is to retain the customer, encouraging him or her to buy the same brand as before instead of switching.
In sales promotion, offensive switching aims to pull customers away from rival brands, while defensive switching aims to protect the brand's existing buyers: promotions such as loyalty offers and pack bonuses are timed to stop current users being tempted away by competitors' deals.
Getting consumers to buy a different brand from last time (option C) describes offensive switching. Store switching and pushing high-margin products are different promotional goals.
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