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Canada (511,185)
Marketing (154)
MKT 2210 (46)
Lecture

Market Targeting.docx

3 Pages
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Department
Marketing
Course Code
MKT 2210
Professor
Subbu Sivaramakrishnan

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Description
Market Targeting Stretching Upwards - Companies at the lower end of the market may want to stretch their product lines upwards. They may be attracted by a faster growth rate or higher margins at the higher end, or they may simply want to position themselves as full- line manufacturers or add prestige to their current products. Stretching both ways Filling the Product Line - An alternative to product line stretching is product line filling-adding more items within the present range of the line. Reasons for product line filling: reaching for extra profit, trying to satisfy dealers, trying to use excess capacity, trying to be the leading full-line company, and trying to lug holes to keep out competitors. Product Mix Decisions - Product Mix (or product assortments): The sell of all products lines and items that a particular seller offers for sale to buyers. - The width of the products mix refers to the number of different product line the company carries. - The length of the product mix refers to the number of different product line the company carries. - Figure 8-2 Product Mix (286) - The depth of the product mix refers to the number of versions offered of each product in the line. Thus, Crest comes in three sizes and 2 formulations (paste, and gel); Crest has a depth of 6. Service Marketing - The government offers service through courts, employment services, hospital, loan agencies, military and police… - The private non-profit organizations offer service through museums, charities, churches, colleges, and foundations… - Business organizations offer service through airlines, banks, hotels, insurance companies, and entertainment… Nature and Characteristics of a Service - A service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. - A company must consider four special characteristics of a service when designing marking programs, intangibility, inseparability, variability, and perishability. - Figure 8-6 Four service characteristics (290) Intangibility - Service Intangibility: A major characteristic of service-they cannot be seen, tastes, felt, heard, or smelled before they are bought. Example; cosmetic surgery. - Service inseparability: A major characteristic of services- they are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. - Service Variability: A major characteristics of services-their quality may vary greatly, depending on who
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