Using an Existing Brand Name to Introduce a Product That

question 253

Multiple Choice

Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar market seems like a good idea.Several years ago,Cosmopolitan magazine introduced Cosmopolitan-branded yogurt,and it failed quickly.This innovation strategy is known as a

• A)radical invention
• B)product line extension
• C)disruptive innovation
• D)brand extension
• E)product deletion

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Definitions:

Bruit

A sound, usually abnormal, heard in auscultation that indicates the presence of turbulent flow within a blood vessel.

Auscultation

The act of listening to sounds within the body, typically using a stethoscope, as a method of diagnosing diseases or conditions.

Murmur

A sound, typically an abnormal one, heard in the heartbeat due to turbulent blood flow within the heart.

Capillaries

The smallest blood vessels in the body, connecting arterioles and venules, and facilitating the exchange of water, oxygen, carbon dioxide, and many other nutrients and waste substances between blood and surrounding tissues.