Using an Existing Brand Name to Introduce a Product That

question 256

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,Harley-Davidson introduced perfume under the Harley-Davidson brand name and it failed quickly.This innovation strategy is known as a

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

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Definitions:

Sexual Intercourse

A physical act between individuals that involves the stimulation of genitals, typically resulting in sexual pleasure and/or reproduction.

Current Norms

The prevailing standards, behaviors, or beliefs in a society or social group at a given time.

Marriage Gradient

The tendency for men to marry women who are slightly younger, smaller, and lower in status, and women to marry men who are slightly older, larger, and higher in status.

Homogamy

The tendency to marry someone who is similar in age, race, education, religion, and other basic demographic.