>
PRODUCT STRATEGY
<
CHAPTER 6
129
into account the conditions of the product’s use, its functional-
ity, convenience of operation, and cost.
After developing products, a company needs to make
appropriate product line and mix decisions for rural markets.
A product line is a group of closely related products priced
within a range, targeted at the same customer group and dis-
tributed through the same channel. A product mix is the set of
all product lines and items offered by a company. The product
mix in rural markets is generally simple. Usually only one prod-
uct of a particular company registers its availability on rural
shelves ...
Get Rural Marketing, 3rd Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
