Mattel Is Trying Several Different Strategies to Sustain Brand Growth

question 145

Multiple Choice

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.

• A) repositioning
• B) demarketing
• C) reverse engineering
• D) showcasing
• E) mass marketing

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Definitions:

Social Isolation

A state where an individual lacks a sense of belonging, social engagement, and fulfilling relationships, often leading to negative health outcomes.

Feral Children

Refers to children who have lived in isolation from human contact from a very young age, and have no experience of human care, social behavior, or, crucially, of human language.

Socialization

The process by which individuals learn and adopt the norms, values, behaviors, and social skills appropriate to their society.

Resocialization

The process by which one's sense of social values, beliefs, and norms are reengineered, often deliberately, through social processes, which can occur in settings such as prisons or rehab centers.