Scenario 12

question 271

Multiple Choice

Scenario 12.3 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 12.3. 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:

Political Organization

The way in which a society creates and applies laws and policies through structures, institutions, and processes.

Band

A small, nomadic, and kinship-based group of people who subsist primarily through hunting, gathering, or fishing.

States

Politically defined territories that have organized governments, populations, and sovereignty over the land.

Political Organization

The way in which a society creates and structures its political institutions, processes, and relationships to make collective decisions and govern behavior.