Kristi Lee Photography specializes in portraits, engagement, and wedding photography and has been a loyal Canon user for years. Kristi only shoots with Canon and owns the popular 5D Mark IV camera body and a variety of different lenses. Kristi believes that Canon is superior to Nikon due to Canon's USM, the ultrasonic motor that controls the autofocus system. Kristi believes she gets superior performance from the Canon system, and the USM is a key feature that Kristi appreciates. What type of practice is Canon using in its marketing of its lenses that relates to Kristi's preference for Canon products?

Question

Quizplus · Accepted Answer

Canon is using nonprice competition by emphasizing the unique features and superior performance of its products, such as the USM technology, which appeals to Kristi's preference for Canon products over competitors like Nikon.

Kristi Lee Photography Specializes in Portraits, Engagement, and Wedding Photography