Scenario 12.2
Use the following to answer the questions.
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. 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 sunglasses line, they should use a strategy when introducing their new product.
A) promotional
B) penetration
C) price-skimming
D) reference
E) secondary-market

Question

Quizplus · Accepted Answer

Ray-Ban should use a price-skimming strategy because they are positioning the new line as a more distinctive and higher-priced brand compared to other brands in department stores.

Scenario 12.2 Use the Following to Answer the Questions