Scenario 21.1
Use the following to answer the questions.
Suppose that 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,but 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 21.1.Ray-Ban's plan of gathering information about the other brands sold in department stores,including their prices,would most likely be used in a ____ basis for pricing.
A)Cost
B)Competition
C)Demand
D)Customer
E)Market

Question

Quizplus · Accepted Answer

Ray-Ban is examining the prices of other brands in department stores to position their new line competitively. Therefore, the basis for pricing is competition.

Scenario 21.1 Use the Following to Answer the Questions