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Setting Product Strategy
Setting Product Strategy
Setting Product Strategy
Strategy
Mara Shaira A. Siega, CPA
2 Chapter Questions
What are the characteristics of product and how
do marketers classify products?
How can companies differentiate products?
How can a company build and manage its
product mix and product lines?
How can companies combine products to create
strong co-brands or ingredient brands?
How can companies use packaging, labeling,
warranties and guarantees as marketing tools?
Attractiveness of
the market
Product features offering Services mix and
and quality quality
Durability
Tangibility
Use
Nondurable
Goods
Durable Services
Goods
Maintenance and
Equipment
repair items
Supplies and
business
services
Operating supplies
Features Reliability
Performance Repairability
Quality
Style
Conformance
Quality Customization
Maintenance and
Installation Repair
Item
Product type
Product line
Product class
Product family
Need family
Marketing Management 3/3/21
14 Product Systems and Mixes
A product system is a group of diverse but
related items that function in a compatible manner.
The product mix means a set of all products
and items a particular seller offers for sale. It
consists of various product lines.
Width
Length
Depth
Consistency
Market profile
Line Stretching
Up Market
Line modernization,
featuring and pruning