8.Exercises1. How does filling a product line help the company retain customers?2. Why do companies think of line extensions or product withdrawals andnot go in for Product line modernisation?3. If the company withdraws a product is it necessary for it to haveanother product to fill its place? If yes why and if no why not?4. Why must a company analyse the line vulnerability? What wouldhappen if they were not to undertake such an analysis?

Product line extension helps the firm in fulfilling the needs of maximum potential customers and…

Answered: 8. Exercises 1. How does filling a…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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8. Exercises 1. How does filling a product line help the company retain customers? 2. Why do companies think of line extensions or product withdrawals and not go in for Product line modernisation? 3. If the company withdraws a product is it necessary for it to have another product to fill its place? If yes why and if no why not? 4. Why must a company analyse the line vulnerability? What would happen if they were not to undertake such an analysis? 9. Further Reading 1. Lehmann, Donald R and Winer, Russel S, (2005) Product Management, New Delhi, India, Tata McGraw-Hill Page 257 - 280 2. Majumdar, R, (1998), Product Management in India, New Delhi, India, Prentice Hall of India, Page 29-39, 66-71 3. Lehmann, Donald R and Winer, Russel S, (1997) Product Management, Singapore, Irwin/ McGraw-Hill Page 244-250, 263 - 269 4. Kotler, Philip, (1999), Marketing Management, New Delhi, India, Prentice Hall of India, page 399-404 WPS Off 58
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CASE STUDYFrom Holiday Inns to the InterContinental Hotels GroupThe history of the Holiday Inn motel chain is one of the great success stories in United States business. Its founder, Kemmons Wilson, while vacationing in the early-1950s, found the motels he stayed in to be small, expensive, and of unpredictable quality. This discovery, along with an unprecedented amount of highway travel due to the new, integrated interstate highway program, triggered a realization: there was an unmet customer need—a gap in the market for quality accommodations. Holiday Inn was founded to meet that need. From the beginning, Holiday Inn set the standard for offering motel features such as air-conditioning and icemakers while keeping room rates reasonable. These amenities enhanced the motels’ popularity, and motel franchising, which was Wilson’s own invention, made rapid expansion possible. By 1960, Holiday Inn hotels could be found in virtually every major city and on every major highway. Before the…
Situational Analysis A detailed 3Cs analysis SWOT & PESTEL and review of marketing mix is performed. Indicates clearly the internal and external factors. 15 years + presence in RSA First and largest IPP in RSA with more than 1,6 GW in operation 300+ professionals Developed, built and operate the first H2 plant in Africa at Mogalakwena mine Founding member of the Hydrogen valley initiative with Anglo American and the Department of Science and Technology. Operational and Safety excellence across all sites. Growth Market for ENGIE ENGIE exists out of 4 Global Business Units (GBUs) –They are units that drive operations and results and own a P&L. A key differentiator we have within ENGIE is GEMS, whose mission is to optimize the Group’s assets (ie. Connect upstream assets to our customers and Accelerate the development of Renewable) and Ensure a secure and sustainable energy future for B2B clients in line with a low carbon strategy

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