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:

Atypical Members

Members of a category that do not conform to the typical characteristics or expectations of that category.

Knowledge-based Approach

A strategy or method that relies on using existing knowledge or information as a foundation for decision-making or problem-solving.

Similarity

The degree to which two or more objects, ideas, or concepts are alike or share common features, which can influence cognitive processes like categorization and memory recall.

Script

A sequence of expected behaviors for a given situation, often acting as a guide for social interaction or task execution.