1 Top of the range. Products in this position are regarded as being of the highest quality and probably also as the most expensive. Being the most expensive is not necessarily a drawback – plenty of people like to buy the top of the range, whether it is a consumer buying a prestige gift for a friend, or a business buyer choosing a new computer system. ‘Nobody ever got fired for buying IBM’ is a well-known adage in business-to-business marketing, for example.