Parker Bell has been using an iPhone 5s for several years and is eligible for an upgrade from Verizon on his next phone. Over the last four years, Parker's iPhone screen has been replaced three times—a common issue for many smartphone users. Parker had purchased the phone insurance but quickly found that although the insurance would replace his phone, he would have to pay $149 and would likely receive a refurbished unit rather than a brand new phone. Parker was watching TV one night and noticed an advertisement for the Droid Turbo 2 phone featuring "the world's first shatterproof screen." Parker decided he was going to replace his iPhone 5s with the Droid Turbo 2 and didn't even consider other models. He had a reason to care about screen maintenance and out-of-pocket expenses and is excited to get the new Droid Turbo 2. What type of practice is Motorola using in its marketing of the Droid Turbo 2?

Parker Bell has been using an iPhone 5s for several years and is eligible for an upgrade from Verizon on his next phone. Over the last four years, Parker's iPhone screen has been replaced three times—a common issue for many smartphone users. Parker had purchased the phone insurance but quickly found that although the insurance would replace his phone, he would have to pay $149 and would likely receive a refurbished unit rather than a brand new phone. Parker was watching TV one night and noticed an advertisement for the Droid Turbo 2 phone featuring "the world's first shatterproof screen." Parker decided he was going to replace his iPhone 5s with the Droid Turbo 2 and didn't even consider other models. He had a reason to care about screen maintenance and out-of-pocket expenses and is excited to get the new Droid Turbo 2. What type of practice is Motorola using in its marketing of the Droid Turbo 2?

Parker Bell has been using an iPhone 5s for several years and is eligible for an upgrade from Verizon on his next phone. Over the last four years, Parker's iPhone screen has been replaced three times—a common issue for many smartphone users. Parker had purchased the phone insurance but quickly found that although the insurance would replace his phone, he would have to pay $149 and would likely receive a refurbished unit rather than a brand new phone. Parker was watching TV one night and noticed an advertisement for the Droid Turbo 2 phone featuring "the world's first shatterproof screen." Parker decided he was going to replace his iPhone 5s with the Droid Turbo 2 and didn't even consider other models. He had a reason to care about screen maintenance and out-of-pocket expenses and is excited to get the new Droid Turbo 2. What type of practice is Motorola using in its marketing of the Droid Turbo 2?


feature superiority

price competition

nonprice competition

value-conscious pricing



Answer: nonprice competition


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Marketing Chapter 19

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