46 1 True 2 False MPC3 Brand extension evaluation asks three questions Which of

46 1 true 2 false mpc3 brand extension evaluation

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46 1. True 2. False
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0 0 0 0 0 0 0 0 MPC3 - Brand extension evaluation asks three questions. Which of the following is not a brand extension question among the three? 47 1. Will the brand extension be profitable? 2. Will the extension enhance the brand name and image? 3. Does the brand fit the new context? 4. Does the brand add value to the offering in the new product class?
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0 0 0 0 48 MPC4 - A brand with strong ties to a product class will be less difficult to extend than a brand with strong ties to intangibles. 1. True 2. False
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0 0 0 0 0 0 0 0 MPC5 - Johnson & Johnson extended its offerings from baby personal care to personal care to adults. This is an example of the growth strategy: 49 1. Market penetration 2. Market development 3. Product development 4. Diversification
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Today’s agenda 1. Chapter 10 Energizing the business 2. Chapter 11 Leveraging the business 3. Chapter 12 Creating new business 4. Chapter 13 Global strategies 5. Chapter 14 Prioritizing businesses and brand 6. Closing 50
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Growth strategies 51 Ch10 ENERGIZING THE BUSINESS Ch11 LEVERAGING THE BUSINESS Ch12 CREATING A NEW BUSINESS Ch13 GOING GLOBAL GROWTH STRATEGIES
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Growth strategies ANSOFF matrix 52 Ch10 Energizing the business Ch13 Going global Ch11 Leveraging the business Ch11 Leveraging the business Ch12 Creating a new business
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Chapter 12 C REATING NEW BUSINESS 53 1. T HE NEW BUSINESS 2. T HE INNOVATOR S ADVANTAGE 3. M ANAGING CATEGORY PERCEPTIONS 4. C REATING NEW BUSINESS ARENAS 5. F ROM IDEAS TO MARKET
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Chapter 12 Key learning objectives Understanding the value and risks of growing by ‘new businesses Understanding and positioning ‘new business’ in the Ansoff matrix and recognize examples/illustrate Understanding and explaining first mover advantage Distinguish between penetration and skimming price strategy Understanding and applying category perception management Exploring ways to launch new businesses 54
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(1) Why?BARRIERS TO LONG-TERM SUCCESS INEXISTINGPRODUCT MARKETS
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