Oct 23 - Product Strategy

Oct 23 - Product Strategy - Product Strategy October 23,...

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Product Strategy October 23, 2009 Instructor: Tamar Milne
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Agenda Goods vs. Services Product mix, product lines Product life cycle For next class. .. Details about Primary Research Plan 2
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Goods vs. Services Service: an intangible product Unique services characteristics (vs. goods): Intangible Variable Inseparable Perishable 3
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Product Mix, Product Lines Product mix: company’s complete assortment of products Product line: group of associated items Either used together Or considered similar (product category) 4
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Developing Product Mix Line extension: addition of a new product to an existing line (increase depth) Brand extension: addition of a new line, unrelated to others (increase breadth) Why develop product mix? 5
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Product Life Cycle 6
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Stimulate demand for new market entry Promotional campaigns stress features (benefits) Promotions to intermediaries to get them to carry the product Prices are typically high
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Oct 23 - Product Strategy - Product Strategy October 23,...

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