THE HALLMARK COMPANY WAS INSPIRED BY THE POPULARITY OF JAN KARON'S...

24. The Hallmark Company was inspired by the popularity of Jan Karon's best-selling novels about

Mitford, a fictional town in the mountains of North Carolina, to develop a new line of products for

Hallmark Gold Crown Stores nationwide. Hallmark created hundreds of Mitford-inspired products that

authentically bring "the little town with the big heart" into tangible reality. The products include

greeting cards, partyware and gift wrap, mugs, and puzzles for Hallmark's existing customers.

Hallmark used a _____ strategy.

a. market development

b. market penetration

c. product penetration

d. product development

e. diversification

ANS: D

Hallmark created new Mitford-based items for its regular customers.

PTS: 1

REF: 27

OBJ: 02-3

TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy

MSC: BLOOMS Level III Application