Using an Existing Brand Name to Introduce a Product That

question 256

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,Harley-Davidson introduced perfume under the Harley-Davidson 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:

Alternative Purposes

Uses for an item, service, or space that differ from its originally intended or most common use.

Information Collected

Data or facts obtained through research, observation, or documentation that are used for analysis or decision-making.

Taking Action

The phase of implementing strategies or decisions in order to achieve specific objectives.

Marketing Research Process

A systematic methodology for identifying a marketing problem, collecting data, analyzing information, and reporting findings to aid in making marketing decisions.