1. Product-Mix Strategies
Chapter 9
Chapter One
Marketing’s Role in the Global Economy
Product-Mix Strategies
For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

2. Marketing’s Role in the Global Economy
Chapter Goals
Chapter One
Marketing’s Role in the Global Economy
Difference between product mix and product line
Product-mix strategies - positioning, expansion, alteration, contraction
Trading up and trading down
Managing products throughout a life cycle
Planned obsolescence
Style and fashion
Fashion-adoption process
For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

3. Product Mix and Product Line
The set of all products offered
for sale by a company
PRODUCT LINE
A broad group of
products for similar uses
and with similar characteristics

4. Product Mix DEPTH PRODUCT MIX
Variety of
sizes,
colors,
models
within a
product
line
PRODUCT MIX
BREADTH The number of product lines carried

5. Product Mix- Breadth and Depth

6. Positioning the Product
COMPETITOR
Differential
advantage
PRODUCT CLASS
OR ATTRIBUTE
Associated with
attractive attribute
High price/high quality or
low price
PRICE
AND QUALITY

7. Product-Mix Strategies
Expansion
Contraction
Alteration of
existing products
Trading Up and
Trading Down

8. Product Life Cycle

9. Product Life-Cycle Stages

10. Length of Product Life-Cycle
Product life-cycle variations

11. Life-Cycle Management
Managing
during
Maturity
Managing on
the
Rise
Entry
Strategies
Surviving
the
Decline
Introduction
Growth
Maturity
Decline

12. Planned Obsolescence
Technological
Obsolescence
Style
Obsolescence

13. Fashion Adoption Process

14. Marketing’s Role in the Global Economy
Key Terms and Concepts
Chapter One
Marketing’s Role in the Global Economy
Product mix
Breadth
Depth
Product line
Product-mix expansion
Line extension
Mix extension
Product alteration
Product-mix contraction
Trading-up
Trading down
Product life cycle
Introduction stage
Growth stage
Maturity stage
Decline stage
Fad
First-mover advantage
Product abandonment
Planned obsolescence
For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

15. Marketing’s Role in the Global Economy
Key Terms and Concepts
Chapter One
Marketing’s Role in the Global Economy
Technological obsolescence
Style obsolescence
Style
Fashion
Fashion-adoption process
Fashion cycle
Trickle-down theory
Trickle-across theory
Trickle-up theory
For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin