Scenario 14.1 Use the following to answer the questions.
Liz Claiborne, Inc. markets several different brands, under their own Claiborne name label, as well as others. Their primary brands, such as Liz Claiborne, Liz & Co, and DKNY, are sold to wholesalers. These brands are then available through retail department stores such as Kohl's and Macy's. Their wholesale-based brands division is positioned as customer-focused and cost-efficient. Their premium brands division includes labels such as Kate Spade, Juicy Couture, and Mexx. These premium brands are sold through stores that the Claiborne company owns.
Refer to Scenario 14.1. Which of the following is most likely the primary factor Liz Claiborne, Inc. used when selecting the marketing channel for its Juicy Couture brand?
A) Characteristics of the intermediaries
B) Product attributes
C) Type of organization
D) Marketing environmental forces
E) Competition

Question

Quizplus · Accepted Answer

Product attributes are likely the primary factor in selecting the marketing channel for its Juicy Couture brand, as the decision to sell premium brands through company-owned stores suggests a focus on controlling the brand image and customer experience, which are directly related to the attributes of the product.