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The term product assortment refers to the combination of both product breadth and depth. The main characteristics of a company's product assortment are: [4] (1) the length or number of products lines the number of different products carried by a store (2) the breadth refers to the variety of product lines that a store offers.
Assortment plan is a trade-off between the breadth and depth of products that a retailer wishes to carry. Assortment optimization refers to the problem of selecting a set of products to offer to a group of customers to maximize the revenue that is realized when customers make purchases according to their preferences.
Product marketing addresses five strategic questions: What products will be offered (i.e., the breadth and depth of the product line)? Who will be the target customers (i.e., the boundaries of the market segments)?
Fun facts aside, one of the most important strategies that Steve Jobs implemented upon his return was to quickly slim down Apple's product offerings by focusing on depth instead of breadth, which ...
Companies can seek to cannibalise their own market shares through market cannibalism (or corporate cannibalism in this particular case), for two predominant reasons: gaining an overall greater market share within a same category of products at the expense of losing a single well established product's market share, or simply because they believe the second product will sell better than the first.
Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension.
products offered, depth and breadth of product line, and product portfolio balance; new products developed, new product success rate, and R&D strengths; brands, the strength of brand portfolio, brand loyalty and brand awareness; patents and licenses; quality control conformance; reverse engineering or deformulation; Marketing
The Motley Fool talks with Qualtrics CEO Ryan Smith, one of Forbes' "Most Promising CEOs Under 35." Ryan's online data collection and analysis platform has enjoyed meteoric growth and success in ...