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Scenario 12

question 203

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. Ray-Ban's plan of gathering information about the other brands sold in department stores, including their prices, would most likely be used in a ____ basis for pricing.

Definitions:

American Renaissance

A period in the mid-19th century characterized by a flourishing of American literature and art, emphasizing themes of national identity and culture.

Transcendentalist Movement

An intellectual movement in the mid-19th century that emphasized individualism, nature, and self-reliance, primarily in the United States.

Ralph Waldo Emerson

An American essayist, lecturer, philosopher, and poet who led the transcendentalist movement of the mid-19th century, advocating for individualism and the inherent goodness of people and nature.

Ban Alcohol

The prohibition of the manufacture, sale, and consumption of alcoholic beverages, notably practiced in the United States from 1920 to 1933.