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Answer: d. brand Correct
Answer: d. brand preference preference Question 14
0 out of 4 points A new company introduces a new brand of a specialty product that's in the mature stage of
the PLC. The product has a slow start as it competes head-on with its competition, but has
such strong appeal after a short time that it catches up fast then passes all other competitors.
Eventually, discontinuous innovations take it out of vogue and its sales begin to fall. More and
more competition erodes its market share. Soon, its hard for most people to remember if the
product is still available. Later, most folks wouldn't know what kind of product you were
talking about if you mentioned the brand to them. The most likely path this company
experienced with respect to brand loyalty for this product from the moment the company's
brand ﬁrst appears on the market to its eventual demise is:? [Assume the company makes no
changes to the product from its inception to its demise). Answer e. brand preference, brand recognition, brand non-recognitio...
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- Spring '12