MKTG 350 Study Guide - Midterm Guide: Eggo, Predatory Pricing, Reservation Price

• School: USC, SC, Carolina, South Carolina
• Department: Marketing
• Course: MKTG 350
• Professor: Worsham

Document Summary

Sku: stock keeping unit; information from each location to segment customers and create personalized store assortments. Product mix: complete set of all products and services offered by a firm; consists of different product lines. Product line: groups of associated items that consumers use together or think of as part of a group of similar products or services. Breadth: product mix has breadth: count of the number of product lines offered. Depth: product line has depth: number of products within a product line. Manufacturer/national brands: owned and managed by manufacturer (nike, coca cola, kitchenaid, Sony) manufacturer develops merchandise, ensures consistency and quality, retain more control. Family brands: use its o(cid:449)(cid:374) (cid:272)o(cid:396)po(cid:396)ate (cid:374)a(cid:373)e to (cid:271)(cid:396)a(cid:374)d all p(cid:396)odu(cid:272)t li(cid:374)es a(cid:374)d p(cid:396)odu(cid:272)ts (cid:894)kellogg"s ri(cid:272)e. K(cid:396)ispies, kellogg"s spe(cid:272)ial k, kellogg"s eggo(cid:895) (cid:271)e(cid:374)efits f(cid:396)o(cid:373) (cid:271)(cid:396)a(cid:374)d a(cid:449)a(cid:396)e(cid:374)ess. Individual brands: usi(cid:374)g diffe(cid:396)e(cid:374)t (cid:374)a(cid:373)es fo(cid:396) ea(cid:272)h p(cid:396)odu(cid:272)t (cid:894)kellogg"s allo(cid:449)s mo(cid:396)(cid:374)i(cid:374)gsta(cid:396) fa(cid:396)(cid:373)s, Famous amos, keebler cookies, and cheez-its to keep individual names)