Which of the following is true of a specialty product?
a. It is widely distributed in a geographic area in order to sell sufficient quantities to meet profit goals.
b. It is marketed using selective, status-conscious advertising that maintains its exclusive image.
c. It is bought only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.
d. It is sold using aggressive personal selling as consumers do not seek out this type of product.
ANSWER: b
Marketers of specialty products often use selective, status-conscious advertising to maintain a specialty product's exclusive image. Specialty products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.
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