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In order to justify the focus on the micro-marketing of a single product category (refrigerated orange juice), it is necessary to assume the separability of utility for this category from all other products sold at the store. While this assumption might be more applicable to products without immediate substitutes (e.g., cooking oil, pain relievers), one could argue that the demand for refrigerated orange juice is far from separable from other refrigerated juices (e.g., lemonade) or from frozen orange juice. A retailer's pricing strategy in the former is likely to have an impact on the demand for the other categories, so that the prices that maximize profits in the frozen orange juice category may be sub-optimal when taking into account total profits for the retailer.
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