MKT 100 Lecture Notes - Lecture 9: Fabric Softener, Choice Hotels, Bombardier Transportation

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Complexity of products and types of products: when developing or changing a product, marketers start with the core customer value to determine what their potential customers are seeking. Then they make the actual physical product and associated services to round out the offering. Complexity of products: marketers consider the types of products they are designing and selling because that impacts how they promote, price, and distribute their products. Product mix breadth and product line depth: breadth. Number of products within a product line. Add new product lines: decreasing breadth. Band-aid now has over 40 products to heal cuts: decrease depth. Unilever eliminated 400 core brands including ragu sauce and sunlight laundry detergent. Change number of sku"s: addition or deletion of skus in existing categories. Winter 2016: designed to stimulate sales or react to consumer demand, add skus to provide a deeper assortment more colours or sizes in a category.