Scenario 20

question 84

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. If Ray-Ban selected the prices for its new sunglasses to be $60, $70, or $80, this would most likely be an example of using ____ pricing to enhance its distinctive positioning strategy.

• A) product-line
• B) odd-even
• C) professional
• D) promotional
• E) penetration

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Definitions:

Manipulative Technique

A method used in physical therapy, chiropractic, and osteopathy that involves manually moving or exercising joints or muscles to improve health and alleviate pain.

Acupressure

The application of pressure rather than needles to the points used in acupuncture.

Chiropractic Practitioners

Healthcare professionals who focus on the diagnosis and treatment of neuromuscular disorders, with an emphasis on treatment through manual adjustment and/or manipulation of the spine.

Doctoral Degree

The highest level of academic degree awarded by universities, recognizing the recipient has completed a substantial body of original research in a specific field.