In March of 1908, Board, Armstrong & Company opened a plant in Alexandria, Virginia to make apple cider vinegar. It decided to use the brand name White House because it was located across the river from the Presidential mansion. In 1913, the company changed its name to National Fruit Product Company, and that is its name today. National Fruit is one of the largest apple growers in the United States. In its factory, it produces apple juice, apple sauce, apple cider vinegar, and apple butter, cinnamon apples, and spiced apple rings for consumers and companies in the food service industry.
-In 2002, National Fruit introduced the Quick & Easy Apple Sauce Bowl in Regular, and Chunky, Cinnamon flavors. It comes in a 16-ounce bowl which is microwavable and dishwasher-safe. This product is more expensive than a 16-ounce jar of White House apple sauce and is aimed at attracting a market that values convenience. With this new product, National Fruit engaged in:
A) trading up.
B) revamping.
C) product line augmentation.
D) repositioning.
E) trading down.

Question

Quizplus · Accepted Answer

National Fruit engaged in "trading up" by introducing a more expensive, convenient product aimed at a market that values convenience, thus enhancing their product line with a premium offering.

In March of 1908, Board, Armstrong & Company Opened a Plant