Licensing is a marketing strategy that operates under the principle of:
A) stimulus discrimination.
B) stimulus recognition.
C) stimulus generalisation.
D) stimulus generation.

Question

Quizplus · Accepted Answer

Licensing is a marketing strategy that involves the use of an existing brand name, logo, or product design on a new product or in a new market. The goal is to transfer the positive associations consumers have with the existing brand to the new product or market. This process is known as stimulus generalisation, where a learned response to one stimulus is transferred to a similar but not identical stimulus. In this case, the positive associations consumers have with the existing brand are transferred to the new product or market.

Licensing Is a Marketing Strategy That Operates Under the Principle