When Wendy's Wants to Increase the Value of Its Dave's

question 38

Multiple Choice

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers, it combines complementary items (French fries and a soft drink-a medium-sized Coke with the burger) to expedite the ordering process, given the myriad of menu order options available. This product modification approach is called

• A)a BOGO deal.
• B)product modification.
• C)product repositioning.
• D)product differentiation.
• E)product bundling.

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Definitions:

Likelihood Of Confusion

A standard used in trademark law to assess whether a trademark is so similar to an existing one that it could confuse customers.

Service Mark

A trademark used to identify and distinguish the services (rather than goods) offered by one entity from those of others.

Arbitrary Or Fanciful

Describes trademarks that are entirely invented or have no direct connection to the product or service they represent.

Generic Terms

Common words or phrases not protected by trademark as they refer to general classes of products or services rather than to distinguishable goods or services of a particular source.