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Chapter Goals
To gain an understanding of: The difference between product mix and product line Major product-mix strategies: Positioning, expansion, alteration, contraction, trading up and trading down Managing a product throughout the Product Life Cycle Planned obsolescence Style and fashion The fashion-adoption process
10 - 2 Copyright 2001 McGraw-Hill Ryerson Limited
A product line is a broad group of products, intended for similar uses and having similar characteristics.
10 - 3 Copyright 2001 McGraw-Hill Ryerson Limited
Various sizes and prices in redwood or Each in various Each in various aluminium with sizes and prices sizes and prices plastic webbing
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Product-Mix Contraction:
Eliminate an entire line or reduce assortment within it. Pruning to reduce similar brands. Dump unprofitable or indistinct brands.
10 - 8 Copyright 2001 McGraw-Hill Ryerson Limited
Profit 0 Loss
Time in years
Time in years
Time in years
Aggregate sales
Time in years
10 - 15 Copyright 2001 McGraw-Hill Ryerson Limited
Fashion-Adoption Process
Series of buying waves as a given style is popularly accepted by one group after another. Three theories of fashion adoption: Trickle-downa given fashion flows down through several socioeconomic levels. Trickle-acrossthe fashion moves horizontally and simultaneously within several socioeconomic levels. Trickle-upa style first becomes popular at lower levels and then flows upward.
10 - 17 Copyright 2001 McGraw-Hill Ryerson Limited
TRICKLE-ACROSS
TRICKLEUP
Product adopted first by lower socioeconomic group
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TRICKLEDOWN
TRICKLE-ACROSS
Discount stores