Consider the following product categories:
Supermarkets…………………………….Smart phones
Automobiles……………………………...Car insurance
Jeans…………………………………………….Hotels
(a) For each category of product, give an example of a well-known brand that uses price as a background variable and one that uses price as a lead variable.
(b) Choose one of these background-lead pairs. For each of the two companies in the pair, describe the factors that were likely to have determined that company’s decision on the strategic prominence of price.