Chapter 6

Product Line Strategies

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

—Peter Drucker

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The two quadrants of product line and branding strategies are referred to as the managed sectors. The rationale for these quads is they serve as a kind of holding zone for products on their way to the cost-price leadership quadrant and then on to decline. What marketers do in this area is apply a variety of practices to products and services to retain them, or to manage them in a kind of controlling pattern that can last for years. Coca-Cola, Budweiser beer, Tide soap, and Sylvania ...

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