Consumers Will Grant or Not Grant Permission for Where They

question 31

Multiple Choice

Consumers will grant or not grant permission for where they believe a brand should go. What was the reason behind the failure of new products such as Cracker Jack cereal and Frito-Lay lemonade?

• A) The original brands were not well-respected or trusted.
• B) Consumers found them inappropriate extensions of the brand.
• C) The products were competitively inferior.
• D) Neither was supported adequately with promotional campaigns.
• E) Consumers did not understand their points of difference.

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Definitions:

Social Media

Platforms and websites that enable users to create and share content or participate in social networking, such as Facebook, Twitter, and Instagram.

Customer Experiences

The perceptions and reactions of customers resulting from the use or anticipated use of a company's products or services.

Products

Goods, services, or ideas that can be offered to a market to satisfy a want or need.

Direct Marketing

A form of advertising where companies communicate directly to consumers through various media, including mail, email, and telephone.