Use the Following to Answer the Questions

question 145

Multiple Choice

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:

Fear of Rejection

A common psychological condition where individuals experience intense apprehension or anxiety about being refused, dismissed, or deemed unworthy by others.

Criticism

The act of expressing disapproval and noting the problems or faults in something or someone.

Illness Anxiety Disorder

A psychological disorder characterized by excessive concern about having a serious illness, despite medical tests showing no evidence of such illness.

Tickling Sensation

A complex sensory response to light touch or stroking, often resulting in involuntary laughter or movements to avoid the stimulus.