• The length of a product mix refers to the total number of items in the mix. In Table 12.2, it is
20. We can also talk about the average length of a line. We obtain this by dividing the total
length (here 20) by the number of lines (here 5), for an average product line length of 4.
• The depth of a product mix refers to how many variants are offered of each product in the line.
If Tide came in two scents (Mountain Spring and Regular), two formulations (liquid and powder),
and two additives (with or without bleach), it would have a depth of eight because there
are eight distinct variants.27We can calculate the average depth of P&G’s product mix by averaging
the number of variants within the brand groups.
• The consistency of the product mix describes how closely related the various product lines are
in end use, production requirements, distribution channels, or some other way. P&G’s product
lines are consistent in that they are consumer goods that go through the same distribution
channels. The lines are less consistent in the functions they perform for buyers.
These four product mix dimensions permit the company to expand its business in four ways. It
can add new product lines, thus widening its product mix. It can lengthen each product line. It can
add more product variants to each product and deepen its product mix. Finally, a company can
pursue more product line consistency. To make these product and brand decisions, it is useful to
conduct product line analysis.
• The length of a product mix refers to the total number of items in the mix. In Table 12.2, it is
20. We can also talk about the average length of a line. We obtain this by dividing the total
length (here 20) by the number of lines (here 5), for an average product line length of 4.
• The depth of a product mix refers to how many variants are offered of each product in the line.
If Tide came in two scents (Mountain Spring and Regular), two formulations (liquid and powder),
and two additives (with or without bleach), it would have a depth of eight because there
are eight distinct variants.27We can calculate the average depth of P&G’s product mix by averaging
the number of variants within the brand groups.
• The consistency of the product mix describes how closely related the various product lines are
in end use, production requirements, distribution channels, or some other way. P&G’s product
lines are consistent in that they are consumer goods that go through the same distribution
channels. The lines are less consistent in the functions they perform for buyers.
These four product mix dimensions permit the company to expand its business in four ways. It
can add new product lines, thus widening its product mix. It can lengthen each product line. It can
add more product variants to each product and deepen its product mix. Finally, a company can
pursue more product line consistency. To make these product and brand decisions, it is useful to
conduct product line analysis.
การแปล กรุณารอสักครู่..
• The length of a product mix refers to the total number of items in the mix. In Table 12.2, it is
20. We can also talk about the average length of a line. We obtain this by dividing the total
length (here 20) by the number of lines (here 5), for an average product line length of 4.
• The depth of a product mix refers to how many variants are offered of each product in the line.
If Tide came in two scents (Mountain Spring and Regular), two formulations (liquid and powder),
and two additives (with or without bleach), it would have a depth of eight because there
are eight distinct variants.27We can calculate the average depth of P&G’s product mix by averaging
the number of variants within the brand groups.
• The consistency of the product mix describes how closely related the various product lines are
in end use, production requirements, distribution channels, or some other way. P&G’s product
lines are consistent in that they are consumer goods that go through the same distribution
channels. The lines are less consistent in the functions they perform for buyers.
These four product mix dimensions permit the company to expand its business in four ways. It
can add new product lines, thus widening its product mix. It can lengthen each product line. It can
add more product variants to each product and deepen its product mix. Finally, a company can
pursue more product line consistency. To make these product and brand decisions, it is useful to
conduct product line analysis.
การแปล กรุณารอสักครู่..