2. PRODUCT BENEFITS WEB USERS WANT EFFECTIVE WEB NAVIGATION, QUICK DOWNLOAD SPEED, AND CLEAR SITE ORGANIZATION AMONG OTHER THINGS MARKETERS MUST MAKE FIVE GENERAL PRODUCT DECISIONS TO MEET CUSTOMERS NEEDS ATTRIBUTES, BRANDING, SUPPORT SERVICES, LABELING, AND PACKAGING EXCEPT FROM PACKAGING, ALL OF THESE CAN BE CONVERTED FROM ATOMS TO BITS FOR ONLINE DELIVERY
3. PRODUCT MIX STRATEGIES DISCONTINUOUS INNOVATIONS IS THE HIGH-RISK STRATEGY ME-TOO LOW-COST PRODUCTS ARE THE LEAST RISKY OTHER STRATEGYS ARE RISK APPETITE, STRENGTH OF CURRENT BRAND NAMES, RESOURCE AVAILABILITY, AND COMPETITIVE ENTRIES.
4. NEW PRODUCT LINES WHEN FIRMS TAKE AN EXISTING BRAND NAME AND CREATE NEW PRODUCT IN A COMPLETELY DIFFERENT CATEGORY EXISTING PRODUCT LINES OCCUR WHEN ORGANIZATIONS ADD A NEW FLAVOR, SIZE, OR OTHER VARIATIONS TO A CURRENT PRODUCT LINE IMPROVEMENTS OR REVISIONS OF EXISTING PRODUCTS ARE INTRODUCED AS “NEW AND IMPROVED” AND WILL REPLACE A OLD PRODUCT. sourse:E-Marketing Fourth Edition
