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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?

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?

Principles Of Marketing
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
Transcribed Image Text: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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