MKTG 2101 Lecture 9: mar9
12 Mar 2018
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Document Summary
Product line: line filling: adding more items within present range of products, line stretching: lengthening product line beyond current range, product line length: determined by the number of separate items within the same category. Product mix width: the number of different product lines. Product life cycle: introduction stage , growth stage, maturity stage , decline stage : Brand extensions: a new product sold with the same brand name as a strong existing brand. Family brand: multiple items under the same brand. Licensing: one firm sells another firm the right to use a brand name. Key services characteristics: service intangibility, perceive greater risk, service inseparability, service variability, service perishability.
