A winery introduced a brand wine that it priced twice as high as its other wines. This is an example of product extension by a(n) ________.
A) downward line stretch
B) product mix
C) cannibalization strategy
D) upward line stretch
E) two-way stretch

Question

Quizplus · Accepted Answer

Upward line stretch is the act of launching a higher-priced product in an existing product line to target a higher-end market. In this case, the winery launched a brand wine priced twice as high as its other wines, indicating an upward line stretch.

A Winery Introduced a Brand Wine That It Priced Twice