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Product Mix Chapter 7 Overview
Segmentation Not  Proliferation
One Size Doesn’t Fit Anybody Very Well ,[object Object],[object Object]
What It’s Not ,[object Object],[object Object]
Cleans, Whitens and Sanitizes Cleans & Keeps Colors Vibrant Ground in dirt & Stains Everyday Dirt Cheer Tide All Dreft Tide w/ Bleach
Generic Quality Premium Quality Low Priced High Priced
Product Mix Covers All the IMPORTANT Bases ,[object Object],[object Object]
Fighter Brands ,[object Object],[object Object],[object Object],[object Object]
The Phone Wars ,[object Object],[object Object],[object Object],[object Object],[object Object]
Linked Benefits ,[object Object],[object Object],[object Object]
NEVER try to segment and unlink  LINKED BENEFITS
Usage Occasion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Product Mix Chapter 7 Overview - Segmentation and Targeting to Address Specific Consumer Needs