Scenario 13.1 Use the Following to Answer the Questions

question 114

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. Ray-Ban has decided to promote the new sunglass line as an "affordable luxury" and plans significant promotional expenditures. With these objectives, which of the following should Ray-Ban use to price its product line?

• A)competition-based pricing
• B)cost-plus pricing
• C)markup pricing
• D)demand-based pricing
• E)differential pricing

---

Definitions:

Industry Demand

The total demand for all the products or services produced by a particular industry.

Positive Profits

Earnings that occur when a company's total revenues exceed its total costs, indicating financial gain from its operations.

Total Revenue

The overall amount of money generated by a business from the sale of its products or services, calculated by multiplying the price per unit by the number of units sold.

Market Price

The current price at which an asset or service can be bought or sold in a particular marketplace.