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3 objectives for single products
1. Introduce New products
- If its a Regional Product: Introduce Nationally.
3. If its a Mature Product: Increase consumer enthusiasm for the product.
Product Line
- A firm's total product offering to satisfy a group of target customers.
- A firm's total product offering designed to satisfy a single need or desire of target customers.
2 strategy objectives of multiple products
1. Product Line Extensions
2. Product Mix
3 sections of product line extensions
1. Stretching - Adding New Items to line. downward, upward, two-way
2. Filling - Adding sizes or styles
3. Contracting a product line - Dropping Items
Objective of Product Mix
Increase Width of Product Mix