Class Notes (839,094)
Canada (511,185)
Marketing (154)
MKT 2210 (46)

Market Targeting.docx

3 Pages

Course Code
MKT 2210
Subbu Sivaramakrishnan

This preview shows page 1. Sign up to view the full 3 pages of the document.
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
More Less
Unlock Document

Only page 1 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.