How Offering Variety Meets Buyer Needs

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A

An organization sells a portfolio of products that can be mapped on a matrix showing its width (variety of products) and depth (number of options within each product). As the CMO, you would defend offering many options to meet buyer needs by arguing it allows the organization to serve more customer segments and provide solutions tailored to individual customer preferences and needs.

Most organizations sell more than one product. They may offer
a portfolio of products. Construct a matrix of an organization’s
product portfolio that reflects its width (variety) and depth
(assortment). Imagine you are the organization’s Chief
Marketing Officer. How would you defend the decision to offer
so many options to meet buyer needs?

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How Offering Variety Meets Buyer Needs

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