The use of a brand name to facilitate entry into a new market segment is called _____.
A)franchise extension
B)line extension
C)myopic marketing
D)multibranding

Question

Quizplus · Accepted Answer

Line extension involves using an existing brand name to introduce a new product within the same product category or market segment. Franchise extension involves using a brand name to enter a new product category or market segment. Myopic marketing focuses on the immediate needs of the company rather than the long-term needs of the market. Multibranding involves introducing multiple brands in the same product category or market segment. Since the question refers specifically to entering a new market segment using a brand name, the best answer is B, line extension.

The Use of a Brand Name to Facilitate Entry into a New