Using an Existing Brand Name to Introduce a Product That

question 124

Multiple Choice

Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar market seems like a good idea. Several years ago, disposable pen, lighter, and razor maker Bic introduced perfume under the Bic brand name and it failed quickly. This innovation strategy is known as a

• A) radical invention.
• B) product line extension.
• C) disruptive innovation.
• D) product deletion.
• E) brand extension.

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Definitions:

Real GDP

Gross Domestic Product adjusted for inflation, which measures the value of goods and services produced by a country in a year in real terms.

Standard of Living

The measure of affluence, luxury, tangible assets, and vital provisions offered to a chosen demographic or geographical zone.

1965 Ford Mustang

A model of car produced by Ford, marking the first year of production for the Mustang, one of the most iconic American sports cars.

Inflation Rate

A measure of how quickly the average cost of goods and services escalates, reducing the value of money to buy these over time.