Scenario 13.1 Use the Following to Answer the Questions

question 140

Multiple Choice

Scenario 13.1
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 13.1. 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:

Economic Theory

A set of principles and models that explains how economies function, including the distribution of resources and the consumption of goods and services.

Public Sector Decision Making

The process by which government bodies or agencies decide on allotment of resources, policy implementations, and other administrative matters for the public good.

Personal Benefits

The advantages or gains that an individual receives from making certain choices or engaging in specific activities.

Rational-Ignorance Effect

A phenomenon where individuals decide not to become informed about a matter because the perceived cost of acquiring the information is greater than the expected benefit.