PM--Chapter09Product-Mix Strategy(营销原理).pptVIP

Ch. 9: Product-Mix Strategy Chapter 9 Skip Marketing Considerations in Fashion (p. 258-259) Product Mix/Assortment is the set of all products and items that a particular seller offer for sales to buyers. Product line: a broad group of products, intended for essentially similar uses and having similar physical characteristics Width (breadth): no. of product lines Depth: no. of pdts in each pdt item Product-Mix Strategies Positioning the Product 1. Positioning in Relation to a Competitor ? Positioning directly against the competition ? Suitable for a firm that already has a solid differential