MarketingProduct DecisionsProduct 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 brandsNew 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 diffusionMarketingProduct Life Cycle• PLC Stages• Characteristics of each stage– consumer behavior– competitive activity– marketing spend– price– profitabilityDistribution DecisionsMarketing Channels• Degree of distribution– Intensive– Exclusive– No. of Channel Members – Direct– Indirect– Demand Generation– Push– PullRetailing• Key Characteristics which define Retailers– Ownership TypeMarketing– Level of Service– Product Assortment– Price– Turnover Rate– Major Types of Retail Operations• Turnover Rate & Retail
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