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Introduction to Product Management
Product Strategies
- A product line is a firm’s total product offering designed to satisfy a single need for target customers (e.g., P&G’s line of dish detergents: Dawn, Ivory, Joy)
- A product mix is a firm’s entire range of products (e.g., Gillette offers shaving products, deodorants, writing instruments, toothbrushes…)
Quality as a Product Objective
- Product quality is the overall ability of a product to satisfy customer expectations
- Dimensions of product quality
- durability
- reliability
- precision
- ease of use
- product safety
- aesthetic pleasure
Key Aspects of Quality
- Level
- determined by comparison with other brands in same product category
- Consistency
- Customers experience the same level of quality in product time after time