IKEA Sells a Portable Workbench Called the FAHRTFULL

question 95

Multiple Choice

IKEA sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel) .This brand name in the United States,however,may not be as effective due to __________.

• A)disappointment when the product fails to perform as the brand name implies
• B)the poor attempt at humor,which makes consumers question product quality
• C)governmental restrictions on brand names that read or sound like bodily functions
• D)its unfavorable phonetic and semantic associations in English
• E)difficulty in showing "fahrtfull" in German and Swedish advertising

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Definitions:

Small Businesses

Companies with a limited number of employees and revenue, playing a significant role in the economy.

Black Box Influence

The impact of systems or processes whose internal workings are not visible or easily understood by outside observers.

Consumer's Mind

The perceptions, attitudes, memories, and biases that influence how a customer thinks about a product, brand, or experience.

Evoked Set

The group of brands or businesses that come to a customer’s mind when she thinks of a type of product.