Course: SLF 130 Marketing Practices for the Small Business

Unit 2 Reading

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The 4Ps of Marketing Page_2

 |  | Other Considerations about PRODUCT
The marketer must also consider the product mix, which includes factors such as product lines and product breadth. Product line refers to the number of sub-categories of products a company offers. For example, Ford Motor Company's product category is automobiles. Its product lines include sub-categories such as passenger vehicles, commercial vehicles, and transport vehicles. Product breadth, on the other hand, refers to the number of product lines a company offers.

Product depth refers to how many of each type of product is offered. Campbell’s soup, for example, has MANY types of vegetable soups. This is product depth.
A local foods marketer’s product lines could include: fresh produce, canned goods, seed products, recipe (or other types) books, related gourmet foods or baked goods, or T-shirts or shopping bags branded with the company’s name.

Other Considerations about PLACE
DISTRIBUTION METHODS:
- Intensive distribution means the producer's products are stocked in the majority of outlets. This strategy is common for basic supplies, snack foods, magazines and soft drink beverages.

- Selective distribution means that the producer relies on a few intermediaries/ middlemen to carry their product. This strategy is commonly observed for more specialized goods that are carried through specialist dealers, for example, brands of craft tools, or large appliances.

- Exclusive distribution means that the producer selects only very few intermediaries. Exclusive distribution is often characterized by exclusive dealing where the re-seller carries only that producer's products to the exclusion of all others. This strategy is typical of luxury goods retailers such as Gucci. This also is represented by a one-store retailer or a small business with just a few locations where customers are served. (Internet sales could be a part of this small business distribution strategy.)