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:

Darwin

Charles Darwin, a 19th-century naturalist, geologist, and biologist known for his theory of evolution through natural selection.

Embodied Behavior

Theory that the movements we make and the movements we perceive in others are central to communication with others.

Mental Flexibility

The cognitive ability to adjust one's thinking or strategy in response to new information, demands, or changed conditions.

Acquistion Of Culture

The process through which individuals learn the values, norms, customs, knowledge, and skills that guide their behavior in their society.