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.If Ray-Ban selected the prices for its new sunglasses to be $60,$70,or $80,this would most likely be an example of using ____ pricing to enhance its distinctive positioning strategy.
A)product-line
B)odd-even
C)professional
D)promotional
E)penetration

Question

Quizplus · Accepted Answer

Odd-even pricing is a tactic where the price is set slightly below a round number to appear more attractive to customers, as the odd number makes it seem like a discount. Ray-Ban positioning its new sunglasses as a distinctive brand but still pricing it lower than their premium line makes it a good fit for odd-even pricing. Therefore, Ray-Ban using odd-even pricing will enhance its distinctive positioning strategy.

Scenario 21.1 Use the Following to Answer the Questions