Question

Rubrix, a leading animation and gaming company, launches its video game console at an introductory price of $189.00, which is relatively low for products of this category. The reasoning behind this low pricing is that Rubrix expected fierce competition to move in rapidly. Also, the demand for video game consoles varied according to the price sensitivity of prospective customers. Identify the pricing policy used here.

Skimming policy

Markdown policy

Going-rate policy

Penetration policy

Answer 1

The correct answer is letter "D": Penetration policy.

Step-by-step explanation:

Penetration pricing refers to a strategy by which firms introduce their products at a price lower than the average in the market in an attempt of attracting the greater quantity of consumers possible and wiping out competitors. After the competition is removed, the entity plans to set the price of its good higher since it has the control of the market now assuming customers would not have found a substitute.