市场营销Marketing-Managing the Product Ch 10.pptVIP

Managing the Product Steps in Managing Products Criteria for Effective Objectives Measurable Clear Unambiguous Time-framed – Consistent with long-term profitability of organization Product Strategies A product line is a firm’s total product offering designed to satisfy a single need for target customers (e.g., PG’s line of dish detergents: Dawn, Ivory, Joy) A product mix is a firm’s entire range of products (e.g., Gillette offers shaving products, deodorants, writing instruments, toothbrushes…) Quality as a Product Objective Product quality is the overall ability of a product to satisfy cust