Post on 16-Nov-2014
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Product and
Product and
Service Service
DecisionsDecisions
TO
PIC
STO
PIC
S Individual Product
Individual Product decisiondecisionProduct line decision
Product line decisionProduct mix decision
Product mix decision
Indiv
idual
Indiv
idual
Product
Deci
sion
Product
Deci
sion The Decision taken by
The Decision taken by marketers while
marketers while marketing an
marketing an individual product on
individual product on
product attributes
product attributes branding packaging
branding packaging labeling & product
labeling & product support services
support services
The F
act
ors
Take
n
The F
act
ors
Take
n
To B
e
To B
e
Consi
dera
tion a
re:
Consi
dera
tion a
re: Product attributes
Product attributesBrandingBranding
PackagingPackagingLabeling
LabelingProduct support services
Product support services
Product
line
Product
line
deci
sion
deci
sion It is a group of products
It is a group of products
that are closely
that are closely related because of
related because of their function in a
their function in a similar way sold to the
similar way sold to the
same customer group
same customer group
& fall within the same
& fall within the same
range of price
range of price
Two w
ays
of
Two w
ays
of
maki
ng p
roduct
maki
ng p
roduct
lin
elin
e1.1.Product line
Product line stretchingstretching2.2.Product line filling
Product line filling
Product
Mix
Product
Mix
D
eci
sion
Deci
sion
Set of all product lines
Set of all product lines and items that
and items that particular seller offers
particular seller offers
for salefor sale
Dim
ensi
ons
of
Dim
ensi
ons
of
pro
duct
mix
pro
duct
mix
1.1.WidthWidth2.2.Length
Length3.3.DepthDepth4.4.Consistency
Consistency