Sealy, the Largest Manufacturer of Mattresses in North America, Recently

Multiple Choice

Sealy, the largest manufacturer of mattresses in North America, recently set out to redefine its place in the bedrooms of consumers. No longer was it going to be associated as a mattress company. Henceforth, the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of:

A) repositioning.
B) reverse marketing.
C) demarketing.
D) resegmenting.