Refer to the Scenario Below to Answer the Following Question(s)

question 143

Multiple Choice

Refer to the scenario below to answer the following question(s) .
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-The new felt-tip pens, multiple-cartridge pens, and quills offered by Ruben Delgado are examples of ________.

• A) product line filling
• B) multibranding
• C) megabranding
• D) product line inconsistencies
• E) co-branding

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Definitions:

Acute Self-Consciousness

An intense awareness of oneself, often accompanied by feelings of scrutiny and evaluation by others.

Analytic Thought

A cognitive process focused on breaking down complex information into smaller components for easier understanding and problem-solving.

Intuitive Thought

A way of thinking that relies on instinctive feeling rather than conscious reasoning or evidence.

Body Dissatisfaction

A negative perception of one's own body image, often leading to psychological distress and can influence the development of eating disorders.