Using an Existing Brand Name to Introduce a Product That

question 121

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,Bic-the marketer of disposable pens,disposable lighters,and disposable shavers,decided to introduce disposable underwear under the Bic brand name-and it failed quickly.This innovation strategy is known as a

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

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Definitions:

New and Improved

Refers to products that have been updated or enhanced to offer better features, performance, or quality compared to previous versions.

New Category Entry

The process of a company or brand launching a product or service in a market segment where it did not previously compete.

Product-line Extension

This refers to the process by which a company introduces additional items in the same product category under the same brand, often to target a new segment or increase market share.

E-reader

A portable electronic device designed specifically for reading digital books and periodicals.