Steeple Kitchens manufactures and markets an exclusive range of kitchen appliances, such as
electric chimneys, ovens, and stoves. The firm's advertising efforts have long focused on
showing its products as the very best in quality and performance.
However, the kitchen
appliance market, shaped by cost competition, has not shown any signs of identifying a clear
market leader. Which of the following would best help Steeple to project itself as a leader in
product-quality?
A) offering no warranty on new products to signal high confidence in the quality of their
products
B) recasting itself as a seller of low-cost, easily replaceable, and simple -to-operate products
C) setting higher prices than competitors to indicate greater quality
D) giving away free complementary goods upon purchase to its customers
C
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