Using an Existing Brand Name to Introduce a Product That

question 339

Multiple Choice

Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar product category seems like a good idea. This is what Cosmopolitan, purveyor of fashion magazines, did when it introduced its own __________, which failed quickly.

• A)aspirin
• B)yogurt
• C)disposable underwear
• D)soda (soft drink)
• E)perfume

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Definitions:

Exophthalmos

Protrusion of one or both eyeballs, often due to hyperthyroidism, specifically Graves' disease.

Conjunctivitis

Also known as pink eye, it is an inflammation or infection of the outer membrane of the eyeball and the inner eyelid.

Abbreviation

A shortened form of a word or phrase, used to simplify longer terms or phrases.

Soemmering's Ring

A ring of residual lens epithelial cells that can form around the outer edge of a cataract surgery capsule, potentially leading to secondary cataract formation.