A Company That Wants to Keep Its Customers from Switching

question 30

Multiple Choice

A company that wants to keep its customers from switching brands would be most likely to select a ________ strategy.

• A) new brand
• B) line extension
• C) multibranding
• D) co-branding
• E) licensing

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Definitions:

Inert Set

A group of brands that a consumer is aware of but is indifferent towards when making a purchase decision.

Brand Choices

The decision process and factors influencing why consumers prefer one brand over others within a product category.

Internal Search

The cognitive process by which individuals recall information from memory, such as past experiences or knowledge, as part of the decision-making process.

Frosty Mug

A mug that has been chilled or frozen to keep beverages cold for a longer period, enhancing the drinking experience.