The brand name Olivetti was one of the most important names in Italian industry for years. The company began in 1905 and early became the leader in quality manufacturing of typewriters. During the 1970s, the brand name was abandoned even though many still saw recognized the name as a source of quality. In 2005, the brand name was reintroduced on a line of inkjet printers. The decision to reuse the brand name illustrates the use of which element of the marketing mix?
A) product
B) production
C) distribution
D) marketing concept
E) price

Question

Quizplus · Accepted Answer

The decision to reuse the brand name Olivetti on a new line of products (inkjet printers) is related to the 'product' element of the marketing mix, as it involves branding and product strategy.

The Brand Name Olivetti Was One of the Most Important