Business Administration 3301K Chapter Notes - Chapter 9: Wrap Rage, Signify, Zipper
11 Apr 2015
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02/27/15 etc) considerable effort to search for the best suppliers. Increase breadth: add new product lines to: capture new/evolving markets, sales, compete in new venues. Decrease breadth: delete entire product lines to address changing market conditions/meet internal strategic priorities. Increase depth: add new products within a line to address changing consumer preferences/pre-empt competitors while boosting sales. Decrease depth: delete product categories to realign resources. Product line decisions for services: strategies used to make product line decisions for physical products can be applied to services addition/deletion of skus to stimulate sales/react to consumer demand, minor changes. Value of branding for the customer and the marketer. Brands facilitate purchasing: signify certain quality level and contain familiar attributes help consumers make quick decisions, enable customers to differentiate one. Brands establish loyalty: learn to trust certain brands, maintain great depth in product lines since customers will buy other brands w/n product mix.
