Scenario 20

question 43

Multiple Choice

Scenario 20.1 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 20.1. 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:

Marginal Benefits

The supplementary benefit or enjoyment a person gets by consuming another unit of a good or service.

Rational Choice

The theory in economics and sociology that suggests individuals always make prudent and logical decisions that provide them with the highest amount of personal utility.

Positively Correlated

Describes a relationship between two variables where they move in the same direction, meaning if one variable increases, the other also increases and vice versa.

Causation

The relationship between cause and effect, where one event (the cause) directly results in the occurrence of another event (the effect).