MKT 100 Chapter Notes - Chapter 47: Doritos, Root Mean Square, Toothpaste

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Within the toothpaste category, for instance, colgate-palmolive offers 49 colgate. Skus that represent various sizes, fl avors, and confi gurations of colgate herbal. White, colgate total, and colgate fresh confi dence. 3 the category depth is the number of skus within a category. The decision to expand or contract product lines and categories depends on several industry-, consumer-, and fi rm-level factors. Among the industry factors, fi rms expand their product lines when it is relatively easy to enter a specifi c market (entry barriers are low) and/or when there is a substantial market opportunity. When fi rms add new product categories and brands to their product assortments, they often earn signifi cant sales and profi ts, as was the case with. Doritos" cool ranch product line, ford"s explorer line, and chrysler"s minivans. 5. However, unchecked and unlimited product line extensions may have adverse consequences. In europe, it reduced the number of different.