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Unformatted text preview: 1. What is the difference between product line breadth versus depth? a. A firm’s product line breadth (variety) represents the number of product lines offered by the firm b. Product line depth is the number of categories within a product line 2. Why change product line breadth? a. Increase breadth i. Firms often add new product categories to capture new or evolving markets, increase sales, and compete in new venues b. Decrease breadth i. Sometimes it’s necessary to delete product lines to address changing market conditions or meet internal strategic priorities. 3. Why change product line depth? a. Increase depth i. Firms may add items or SKUs to address changing consumer preferences or preempt competitors while boosting sales b. Decrease depth i. It may also be necessary to delete SKUs to realign resources 4. How do brands create value for the customer and the firm? a. Brands Facilitate Purchasing i. Help consumers make quick decisions, familiarization b. Brands Establish Loyalty i.i....
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- Spring '11
- Marketing, Brand, fi rm, b. Private Label Brands