Scenario 13.1
Use the following to answer the questions.
Kelly Rose, Inc. markets several different brands, under its own Kelly Rose name label, as well as others. Its primary brands, such as Kelly Rose, Kelly & Ko, and KRC, are sold to wholesalers. These brands are then available through retail department stores such as Kohl's and Macy's. The wholesale-based brands division is positioned as customer-focused and cost-efficient. Its premium brands division includes labels such as Saffie Campbell, Martyn Curry, and Costura Moderno. These premium brands are sold through stores that the Kelly Rose company owns.
-Refer to Scenario 13.1. Which of the following is most likely the primary factor Kelly Rose, Inc. used when selecting the marketing channel for its Costura Moderno brand?

Question

Quizplus · Accepted Answer

The primary factor in selecting the marketing channel for its Costura Moderno brand, a premium brand, is likely the product attributes. Premium brands often require a specific type of marketing and distribution channel to maintain their high-end image and ensure an appropriate customer experience.

Scenario 13.1 Use the Following to Answer the Questions