MKT 100 Lecture 9: Chapter 9 MKT

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

The product itself is important but so are its associated services, such as support or inancing. Other elements combine to produce the core customer value of a product: the brand name, quality level, packaging and addiional features. These products tends to be classiied into four groups: speciality, shopping, convenience, unsought products. Each classiicaion involves a diferent purchase situaion and consumer goal. Explain the diference between a product mix"s breadth and a product line"s depth. Breadth, or variety, entails the number of product lines that a company ofers. Depth, involves the number of categories in one speciic product line. Firms grow their product lines by adding either new product categories or new. The decision to add products should be made carefully. Excessive product line expansion can confuse consumers and dilute the appeal of the brand"s core products. Someimes, products or product lines become unproitable, the irm"s prioriies change, or consumer preferences shit.