Marketing Product Decisions Product Concepts Product Items Lines Mixes Pros Cons of carrying multiple products Line Expansion Contraction Brand Equity extending brands preventing commoditization Branding Strategies Matrix Private Labels Store brands New Product Development Strategic importance of new products Steps in New Product Generation Idea Generation Idea Screening Concept Testing Product Development Market Testing Commercialization Consumer Adoption Process Diffusion of Innovations Product characteristics which aid hamper diffusion Marketing Product Life Cycle PLC Stages Characteristics of each stage consumer behavior competitive activity marketing spend price profitability Distribution Decisions Marketing Channels Degree of distribution No of Channel Members Intensive Exclusive Direct Indirect Push Pull Demand Generation Retailing Key Characteristics which define Retailers Ownership Type Marketing Level of Service Product Assortment Price Turnover Rate Major Types of Retail Operations Turnover Rate Retail Economics