Figure 2-5
-LEGO has traditionally been successful selling its classic construction sets to boys. Recently, LEGO introduced a line of building toys especially for girls called LEGO Friends. Although based on the same construction bricks and detailed instructions, the line included female characters, pink and purple theme colors, and allowed girls to construct more story-related pieces. Considering Figure 2-5 above, this is an example of a ________ strategy that would be found in quadrant ________.
A) diversification; D
B) market penetration; A
C) product development; B
D) market development; C
E) Product-market evolution; D

Question

Figure 2-5
-LEGO has traditionally been successful selling its classic construction sets to boys. Recently, LEGO introduced a line of building toys especially for girls called LEGO Friends. Although based on the same construction bricks and detailed instructions, the line included female characters, pink and purple theme colors, and allowed girls to construct more story-related pieces. Considering Figure 2-5 above, this is an example of a ________ strategy that would be found in quadrant ________.
A) diversification; D 
B) market penetration; A 
C) product development; B 
D) market development; C 
E) Product-market evolution; D

Quizplus · Accepted Answer

LEGO Friends is a new product line that is targeted at a new market segment (girls). This is an example of a product development strategy, which is found in quadrant B.

Figure 2-5 -LEGO Has Traditionally Been Successful Selling Its Classic Construction Sets