Scenario 12

question 174

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. If Ray-Ban selected the prices for its new sunglasses to be $59.99 or $79.99, this would be an example of using ____ pricing in order to increase sales of the new line.

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

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Definitions:

Special Interest Groups

Organizations or groups with specific goals or interests, often aiming to influence public policy or opinion.

Earn Their Trust

The process of establishing credibility and reliability with others to foster confidence in one’s intentions and actions.

Employee Retention

The efforts and strategies employers use to keep their employees from leaving their jobs, often involving improving job satisfaction.

Community Beautification

Efforts and initiatives aimed at improving the physical appearance of a town, neighborhood, or city to enhance quality of life and community pride.