MGMT100 Chapter 7 : week 7 A
Document Summary
A product mix (or product portfolio) consists of all the product lines and items that a particular seller offers for sale. Depth number of versions of each product offered. Consistency relationship between the products. length the total number of products in the companies lines. Service firms often design strategies for producing a better match between demand and supply. Hotels and resorts, for example, charge lower prices in the off-season to attract more guests. As competition and costs increase, and as productivity and quality decrease, more service marketing sophistication is needed. three marketing tasks: A powerful brand has strong brand equity: the differential effect that knowing the brand name has on customer response to the product and its marketing. One measure of brand equity uses four consumer perception dimensions: Differentiation what makes brand stand out. Relevance if it meets consumer needs. Knowledge how much is known about brand. Esteem highly regarded and respected brand is.
