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Mattel is trying several different strategies to sustain brand growth is slow markets.It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls.In another move,it announced that Barbie would "spend some time apart" from Ken her long-term male doll companion.In addition,Mattel has developed a line of women's clothing under the Barbie label.Sales of Barbie were flat in 2003 and falling in 2004.Mattel is _____ the Barbie brand in order to grow.
Monopolistically Competitive
A market structure in which many companies sell products that are similar but not identical.
Product Differentiation
The marketing process of distinguishing a product or service from others in the market to make it more attractive to a particular target market.
Demand Curve
A graph representing the relationship between the price of a good and the quantity demanded by consumers.
Barriers To Entry
Are obstacles that make it difficult for new competitors to enter a market, including high startup costs, strict regulations, and established brand loyalty among consumers.
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