Response to Duracell's Introduction of the Duracell Ultra Battery,Energizer Introduced

question 252

Multiple Choice

response to Duracell's introduction of the Duracell Ultra battery,Energizer introduced an Advanced Formula battery.But unlike Duracell,Energizer priced its batteries at a low initial price to attract the mass market.Was Energizer's pricing strategy to take market share from Duracell a success?

• A) No, because consumers are price-insensitive when it comes to batteries.
• B) Yes, because of the positive association with the "Energizer Bunny" marketing campaign.
• C) No, because consumers equate quality of batteries with higher prices.
• D) Yes, because consumers typically respond positively to cost-plus pricing.
• E) Yes, because the demand for batteries has unitary elasticity.

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