Scenario $12\mathrm{.}2$

Use the following to answer the questions.

Suppose that Maui Jim 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 sunglasses sold through department stores, and would be priced higher than other brands in the store, but a lower price line than the current Maui Jim lines that are sold through more specialty stores. In determining the price for this sunglasses line, Maui Jim wants to gather information about all brands sold in department stores and about customers' perceptions of those brands.

Refer to Scenario $12\mathrm{.}2.$ Maui Jim's plan of gathering information about the other brands sold in department stores, including their prices, would most likely be used in a $q,$ basis for pricing.

cost

competition

demand

customer

market