At the next level is 1 a significant jump in innovation or technology or 2 a

At the next level is 1 a significant jump in

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improvement of an existing product line the company already sells. At the next level is (1) a significant jump in innovation or technology or (2) a brand extension involving putting an established brand name on a new product in an unfamiliar market. The third and highest level of innovation involves a radical invention, a truly revolutionary new product.AACSB: Analytical ThinkingAccessibility: Keyboard NavigationBlooms: UnderstandKerin - Chapter 09 #234Learning Objective: 09-04 Explain the significance of "newness" in new products and services as it relates to the degree of consumer learning involved.Level of Difficulty: 2 MediumTopic: Newness235.(p. 221-222)Mr. Clean is an antibacterial cleaning liquid for home use. If Proctor and Gamble (P&G), the manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to the Mr. Clean product line, it would be seen by P&G as The Mr. Clean Magic Eraser Bath Scrubber is a new product from P&G's perspective since it extends - or adds a product item to - the Mr. Clean product line.AACSB: Analytical ThinkingAccessibility: Keyboard NavigationBlooms: ApplyKerin - Chapter 09 #235Learning Objective: 09-04 Explain the significance of "newness" in new products and services as it relates to the degree of consumer learning involved.Level of Difficulty: 3 HardTopic: Product line extension236.(p. 221-222)Which of the following new products is the best example of the LOWEST level of risk from the company's point of view? Successful organizations are starting to view newness and innovation in their products at three levels. At the lowest level, which usually involves the least risk, is a product line extension. This is an incremental improvement of an existing product for the company, such as adding Beef Franks with Cheese to the Ball Park product line.AACSB: Analytical ThinkingAccessibility: Keyboard NavigationBlooms: ApplyKerin - Chapter 09 #236Learning Objective: 09-04 Explain the significance of "newness" in new products and services as it relates to the degree of consumer learning involved.Level of Difficulty: 3 Hard Topic: Product line extension
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237.(p. 222)Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar product category seems like a good idea. This is what Cosmopolitan, purveyor of fashion
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  • Fall '16
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