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Accessible superpremium products-They carry a significant premium over middle-ma

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Accessible superpremium products-They carry a significant premium over middle-ma

Accessible superpremium products-They carry a significant premium over middle-market brands, yet consumers can readily trade up to them because they are relatively low-ticket items in affordable categories.

2] Old Luxury brand extensions-They extend historically high-priced brands down-market while retaining their cachet.

3] Masstige goods-They are priced between average middle-market brands and superpremium Old Luxury brands. They are "always based on emotions, and consumers have a much stronger emotional engagement with them than with other goods."
Page Ref: 218
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
124) Briefly describe the characteristics of the Millennials.

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