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Discuss in detain product mix width and product line depth and how they are relevant for marketers.
Product mix width the number of product lines an organization offers. Example of the width of Pepsi product mix of 8 prodcut lines. Product line depth the number of product items in a product line. Example of the product line depth the water product line includes nine products items; the tea product line includes seventeen products item; enery drinks product line includes thirteen products. Pepis have low calories and nutitious products, they conncet to online customers "Bring Home Happiness".
What do marketing managers learn about communicating with and targeting the potential customers from understanding the innovation diffusion process?
The second type of communication aiding the diffusion process is communication directly from the market to potential adopters. Messages directed toward early adopters should normally use different appeals from messages directed toward the early majority, the late majority, or the laggards. Innovation is a product perceivedn as new by a potential adopter. diffusion is the process by which the adoption of an innovation spreads. It five categores innovators are the first 2.5 percent of all those who adopt the product.Early adopters are the next 13.5 percent to adopt the product. Early majority the next 34 percent to adopt . Late majority is next 34 percent to adopt. Laggards the final 16 percent to adopt.
Lamb, C.W., Hair, J., & McDaniel, C. (2020). MKTG: Principles of Marketing (13th ed.). CENGAGE.
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