Product Line Decisions

Product line- a group of products that are closely Related because they function in
a similar manner, are sold to the same customer groups , are marketed through the
same type of outlets, or fall within given price ranges.
Product line length- the number of items in a product line.

Two ways a company can expand its product:

*product line filling
*line stretching

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Product Mix Decisions
○ Product Mix- The set of all products lines and items that a particular seller offer for sale.

○ Four important dimensions of a product mix within a company:

○ *width- number of different product line the company carries

○ *length-refers to the total number of items a company carries within its product lines.

○ *Depth- refers to the number of versions offered for each product in the line.

○ *Consistency- refers to how closely related the various product line are in end use , production requirements
,distribution channels, or some other aspect.

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Services Marketing
○ The Nature and Characteristics of a Service:

○ *Intangibility
-Services cannot be seen, tasted, felt, heard, or smelled before purchase

○ *Variability

○ -Quality of services depends on who provides them and when, where and how

○ *Inseparability

○ -Services cannot be separated from their providers

○ *Perishability

○ -Services cannot be stored for late sale or use

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Marketing Strategies for Service Firms

○ The Service Profit Chain

-The chain that links services from profits with employee and customer satisfaction
The Five Service profit Chain
1.Internal Service quality
2.Satisfied and productive service employees
3.Greater service value
4.Satisfied and Loyal Customers
5.Healthy service profits and growths

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Three Types of Service Marketing

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Managing Service Differentiation

○-Differentiating different aspects of the company.

○-Customers Care less of the about the company than the
price.

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Managing Service Quality

○-Service quality will vary, depending on the interaction

between the customer and employee.
○-Cannot be perfected.
○-Gives importance on Good Service Recovery.

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Managing Service Productivity

○ -companies must avoid pushing productivity so hard that doing so reduces quality.

○ -in attempting to improve service productivity, companies must be mindful of how they create and deliver
customer value.

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