Question

If a specific market segment is being lost to​ lower-priced rivals and​ price-sensitive customers are unresponsive to arguments of higher​ quality, a firm might choose to introduce a new​ ________ brand at a​ lower-price point rather than lower the price and quality perceptions of its premium quality brands.

Answer 1

The answer that fits the blank is the word FIGHTER. The fighter or the fighting brand refers to the commodity that is priced lower in order to eradicate other competitors who are attempting to underprice theirs. This is commonly offered as a premium offering by the company.