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:

Torso

The central part of the human body that extends from the neck to the pelvis, excluding the head, arms, and legs.

Thoracic Cage

The Thoracic Cage, also known as the rib cage, is a skeletal structure made of ribs and sternum that protects vital organs in the chest and supports the upper body.

Thoracic Vertebrae

The twelve vertebrae situated between the cervical (neck) and lumbar (lower back) regions, which make up the midsection of the vertebral column.

Sternum

The long, flat bone located in the center of the chest, connecting with the ribs.