Question: STUDY GUIDE Product Strategy BCG matrix Ansoff Growth Strategy Matrix Product differentiation (horizontal and vertical) Service differentiation Types of products (convenience, shopping, specialty, unsought) Product

STUDY GUIDE

Product Strategy

BCG matrix

Ansoff Growth Strategy Matrix

Product differentiation (horizontal and vertical)

Service differentiation

Types of products (convenience, shopping, specialty, unsought)

Product lines (and dimensions), line extensions, brand extensions

Importance of innovation (launching new products)

Cannibalization Calculation to determine whether to launch a new product

Branding

oUnderstanding the idea of brand equity, protecting your brand image,

oTradeoffs between contribution, market share and brand equity

oCo-branding

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