Marriott has branded its entire family of accommodations based on different value propositions, supported by clearly delineated pricing strategies. Its offerings include Ritz-Carlton and JW Marriott for the most discriminating patron, Marriott and Renaissance at the next level of full service, and an array of differentially positioned brands such Courtyard and Residence Inn. This is an example where ________ can occur at a level much broader in scope than individual products.
A) captive pricing
B) auction pricing
C) price lining
D) reference pricing
E) variable pricing

Question

Quizplus · Accepted Answer

This is an example of price lining, as Marriott has different levels of accommodations with clearly delineated pricing strategies. This is a form of product line pricing, where products within a family are priced at different levels based on their unique value propositions. Captive pricing, auction pricing, reference pricing, and variable pricing do not apply to this scenario.

Marriott Has Branded Its Entire Family of Accommodations Based on Different