Explain the Relevance of the Following as They Relate to Building

question 19

Essay

Explain the relevance of the following as they relate to building shareholder value via diversification.
a. the industry attractiveness test
b. the cost of entry test
c. the better-off test

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Definitions:

Generic Branding

A marketing strategy that focuses on promoting the product category rather than a specific brand, often to emphasize value or cost-effectiveness.

Family Branding

A marketing strategy that involves selling several related products under one single brand name.

Mixed Branding

A strategy that companies use by marketing the same good or service under several different brand names.

Brand Extension

A marketing strategy where a company uses an existing brand name to launch a new or modified product in a new category.