Companies rarely produce and market just one product for which a single price and a specific marketing strategy is developed. Rather, they produce a line or several lines of products with a multiplicity of options that are marketed to defined customer segments. No longer is it possible or for that matter plausible to make pricing decisions with respect to a single product in isolation.
KeywordsProduct Line Substitute Product Line Extension Rock Crusher Principal Product
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- 1.Bill Saparito ‘The Tough Cookie at RJR Nabisco’, Fortune, vol. 118 (18 July 1988) pp. 32–46.Google Scholar
- 2.Raymond Serafin ‘U.S. Cars Build Share with Value Pricing’, Advertising Age (12 July 1993) p. 41.Google Scholar
- 3.An interview with Al Ries reported in ‘The Mind is the Ultimate Battlefield’, Journal of Business Strategy, vol. 9 (July/August 1988) pp. 4–7.Google Scholar
- 4.Ibid.Google Scholar