ch 10 and 11 Product Strategy Student Version

ch 10 and 11 Product Strategy Student Version - Chapters 10...

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© 2010 Robert H. Smith School of Business University of Maryland Chapters 10 & 11: Product Strategy Professor Whitney Fall 2010
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© 2010 Robert H. Smith School of Business University of Maryland What Is a Product? Everything, both favorable and unfavorable, that a person receives in an exchange. Tangible Good Service Idea Product Product
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© 2010 Robert H. Smith School of Business University of Maryland Campbell’s Product Lines and Mix { } Describe TerraCycle’s product mix. How wide is it? How many lines? How long are the lines?
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© 2010 Robert H. Smith School of Business University of Maryland Product Line Extension Adding additional products to an existing product line in order to compete more broadly in the industry. Symptoms of Overextension Some products have low sales or cannibalize sales of other items Resources are disproportionately allocated to slow-moving products Items have become obsolete because of new product entries Would a product line extension or contraction make sense for Terra Cycle to help growth? Why?
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© 2010 Robert H. Smith School of Business University of Maryland Brand Naming Strategies Brand No Brand Manufacturer’s Brand Private Brand Individual Brand Family Brand Combi- nation Individual Brand Family Brand Combi- nation
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© 2010 Robert H. Smith School of Business University of Maryland Functions of Packaging Contain and Protect Promote (Grab Attetntion,
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This note was uploaded on 04/09/2012 for the course BMGT 350 taught by Professor Boyd during the Fall '08 term at Maryland.

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ch 10 and 11 Product Strategy Student Version - Chapters 10...

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