While new service additions are to increase the pro tability of the concerns,
dropping some services may be sometimes necessary to protect the pro tability.
When a service reaches the decline stage in its life cycle and becomes a loss-mak-
ing one, management has to take a decision to drop such a service from the line.
Service marketers should use the right product mix to achieve the desired
outcomes. Not all services may enjoy equal positions in the market. eir
sales and pro t-earning capacities also di er. ese di erences re ect on the
overall pro tability and growth of the company. erefore, the service mix
decision should be backed by a well-cra ed product portfolio strategy. e
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