4. Products
• In groups, go through exercise 1b on page 60
• Do the comprehension and vocabulary
questions on page 61
Exercise 1B
4. What is a product?/ The definition of a product
5. Brand Names
6. Product lines and product mixes
7. Line-stretching and line-filling
5. Products
• Exercise 1c
2. Because this allows them to cover several market segments,
leaves less space for competitors’ products, and makes it
more likely that brand-switchers will occasionally buy their
products.
3. Because they usually include products that are reaching the
end of their life cycle, and because consumer needs, market
opportunities, and the company’s possibilities are always
evolving.
4. Overall company objectives, such as whether they are
looking for a large market share, or market growth, or high
profitability, and so on.
5. Stretching a line to the lower end of a market may damage a
company’s image for quality. Conversely, companies making
cheap products might not convince the market that they can
also make high quality products.
6. Companies might fill their product lines in order to compete
in niches previously occupied by competitors, or in order to
use spare production capacity.
9. Homework
• Page 65 – exercise 1C
BONUS – if you form a midterm
study group and post a
picture of your group studying
happily on facebook, you will
receive a bonus
professionalism point!
