Written Instruments, a Maker of Plastic Ballpoint Pens Targeted at School-Aged

question 46

Multiple Choice

Written Instruments, a maker of plastic ballpoint pens targeted at school-aged children, decided to market an additional line of pens. However, this small business was concerned that the introduction of a new ballpoint pen would reduce sales of the existing product in its current market niche. Therefore, Written Instruments created a high-quality, felt-tip pen targeted at business executives in order to expand sales. This company was employing a ____ product strategy.

• A) multiple products/one market
• B) multiple products/multiple markets
• C) one product/multiple markets
• D) modified product/multiple markets

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Definitions:

Cognitive Structures

Cognitive structures are mental frameworks or patterns that guide individuals in understanding the world, organizing information, and making sense of experiences.

Dishonest

Lacking honesty or integrity; prone to lie, cheat, or deceive.

Insincere

Lacking honesty and genuine feelings; not expressing true intentions.

Innocuous Statements

Innocuous statements are remarks or comments that are harmless and not intended to offend or provoke controversy.