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To be precise, the product mix is one of the most critical instruments the company has. This depends on whether the company wants to have a strong reputation in a single field or in several fields of business.Īs you can see, the four product mix decisions are more than a strategic issue that has some impact on the company’s success.
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The vehicle manufacturer’s 3-series in the car product line may be offered in several versions: convertible, coupé, sedan, and so further.įinally, the consistency of a product mix completes our four product mix decisions. For instance, Colgate toothpastes come in several tastes and variations. It refers to the number of versions offered for each product in the product line. The next one of the product mix decisions is the product mix depth.
Principles of marketing kotler 15th edition pdf series#
A car manufacturer may have several series in its car product line, such as 3-series, 5-series, and 7-series. In Colgate’s oral care product line, several different categories of toothpastes can be identified. For instance, Colgate carries several different brands within each line. The product mix length refers to the total number of items a company carries within the product lines. As mentioned in the previous example, Colgate has 3 product lines. The width is all about the number of different product lines the company carries. The first of the product mix decisions refers to the product mix width. These are: width, length, depth, and consistency. The Product Mix – Product Mix Decisions 4 Dimensions of the Product Mix – 4 Product Mix Decisionsįour important dimensions of a product mix can be identified.