Scenario 12.2 Use the Following to Answer the Questions

question 108

Multiple Choice

Scenario 12.2
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 12.2. 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:

Creating And Identifying

The process of generating new ideas or concepts and recognizing their potential value or significance.

Opportunities

Situations or contexts that present potential for growth, improvement, or success.

Idea Generation

The process of creating, developing, and communicating new concepts or solutions, often seen as the first step in the development of new products or services.

Opportunity Identification

The process of recognizing and evaluating new business opportunities in the marketplace.