Quiz 8

______ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.

Line extension

A _________ consists of all the product lines and items that a particular seller offers for sale

Product mix

______ involves the use of a successful brand name for new or modified products in a new category.

A brand extension

Industrial products and services include raw materials, buildings, fixed equipment, supplies, services, and __________.

Computers and desks

Gainville Inc. manufactures android phones. Each new Gainville phone launch advances the cause of democratizing technology. Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________.

Strong beliefs and values