Godiva, a maker of expensive European chocolates, does not mention price in its magazine advertising. Instead, the ad copy mentions the quality of the ingredients, the fine packaging, and the luxurious boutiques where Godiva chocolates are sold. Godiva seems to be pursuing a pricing objective of:
A) Meeting competition.
B) Nonprice competition.
C) Target return.
D) Growth in market share.
E) None of these is a good answer.

Question

Quizplus · Accepted Answer

Godiva is pursuing a nonprice competition strategy by highlighting the quality and luxury of its chocolates and not mentioning price in its advertising. This strategy aims to differentiate the brand based on non-price factors and create a perceived value that justifies the higher prices of Godiva's chocolates.

Godiva, a Maker of Expensive European Chocolates, Does Not Mention