MKT 2210 Lecture Notes - Plastic Surgery, Internal Communications

• School: University of Manitoba
• Department: Marketing
• Course: MKT 2210
• Professor: Subbu Sivaramakrishnan

Document Summary

Companies at the lower end of the market may want to stretch their product lines upwards. They may be attracted by a faster growth rate or higher margins at the higher end, or they may simply want to position themselves as full- line manufacturers or add prestige to their current products. An alternative to product line stretching is product line filling-adding more items within the present range of the line. Reasons for product line filling: reaching for extra profit, trying to satisfy dealers, trying to use excess capacity, trying to be the leading full-line company, and trying to lug holes to keep out competitors. Product mix (or product assortments): the sell of all products lines and items that a particular seller offers for sale to buyers. The width of the products mix refers to the number of different product line the company carries. The length of the product mix refers to the number of different product line the company carries.