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Published by Dheeraj

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Published by: Dheeraj on Jan 29, 2009
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Chapter 10 Product-Mix Strategies
Copyright © 2001 by McGraw-Hill Ryerson Limited
    
Ninth Canadian EditionNinth Canadian Edition
Presentation byPresentation by
Karen A. BlotnickyKaren A. BlotnickyMount Saint Vincent University, Halifax, NSMount Saint Vincent University, Halifax, NS
Copyright © 2001 McGraw-Hill Ryerson Limited
10 - 2
Chapter Goals
To gain an understanding of:
The difference between product mix andproduct lineMajor product-mix strategies:
Positioning, expansion, alteration,contraction, trading up and trading down
Managing a product throughout the ProductLife CyclePlanned obsolescenceStyle and fashionThe fashion-adoption process
Copyright © 2001 McGraw-Hill Ryerson Limited
10 - 3
 Product Mix and  Product Line
Theproduct mixproduct mix is the set of allproducts offered for sale by a company.A product mix has two dimensions:
BreadthBreadth- the number of product linescarried.
DepthDepth- the variety of sizes, colours, andmodels offered within each product line..
Aproduct lineproduct line is a broad group ofproducts, intended for similar uses andhaving similar characteristics.

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