Scenario 20

question 43

Multiple Choice

Scenario 20.1 Use the following to answer the questions.
Suppose that Ray-Ban is considering a new line of sunglasses that would be sold in major department stores. The new line would be positioned as a more distinctive brand than the typical glasses sold through department stores, and would be priced higher than other brands in the store, but a lower price line than the current Ray-Ban lines that are sold through more selective stores. In determining the price for this sunglass line, Ray-Ban wants to gather information about all brands sold in department stores and about customers' perceptions of those brands.
Refer to Scenario 20.1. Given Ray-Ban's plan for positioning the new sunglass line, they should use a ____ strategy when introducing their new product.

• A) promotional
• B) penetration
• C) price-skimming
• D) reference
• E) secondary-market

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Definitions:

Amoebozoa

Members of the unikont clade characterized by lobose pseudopodia at some time in the life cycle; include amoebas, plasmodial slime molds, and cellular slime molds. Compare with opisthokonts.

Unicellular

Describes organisms made up of a single cell, which performs all necessary functions for life, such as bacteria and some algae.

Stramenopiles

A diverse group of eukaryotic organisms, including diatoms and brown algae, characterized by fine, hair-like structures on their flagella.

Biflagellate

Having two flagella, which are long, slender projections that provide locomotion to various cells and single-celled organisms.