Contemporary Marketing (MindTap Course List)
Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 13, Problem 6ALR
Summary Introduction

To discuss: The meaning of category management and the role it plays in the success of a product line.

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What is category management, and what role does it play inthe success of a product line?
What are the product mix decision ? How to implement it ?
How should the organization differentiate its products? What are the product’s features, advantages, and benefits? Assess the extent to which the brand’s current positioning aligns with the product’s points of differentiation.
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