Scenario 12.2 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 12.2. Ray-Ban has decided to promote the new sunglass line as an "affordable luxury" and plans significant promotional expenditures. With these objectives, which
of the following should Ray-Ban use to price its product line?
A. Competition-based pricing
B. Cost-plus pricing
C. Markup pricing
D. Demand-based pricing
E. Differential pricing
Answer: D
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Answer the following statement true (T) or false (F)
Which one of the following is an investing activity on the statement of cash flows?
a. Collection of accounts receivable b. Purchase of long-term investments c. Receipt of interest d. Receipt of dividends
Companies benefit most from benchmarking when they ____.
A. have an organization such as Gartner, MetricNet, or the Help Desk Institute actually do the benchmarking B. identify opportunities for improvement after analyzing other organizations' practices C. compare their metrics with other service desks and strive to meet metrics that other service desks meet D. have effective Service Level Agreements and strive to meet the targets that have been agreed upon
Marketers would be most likely to use a focus group in which stage of new product development?
A) idea generation B) problem recognition C) business analysis D) positioning strategy E) product adoption