MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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V. GENERATION OF ALTERNATIVE MARKETING PLANS
B. 1. B. Product Line Depth Alternatives
The depth of a product line refers to the selection within an individual product line. For example, most mass market discount stores (such as Walmart or Kmart) have very broad assortments, but not very deep assortments. In other words, they carry a lot of product lines but don't have as much of a selection within each line. On the other hand, a traditional department store (such as a Nordstrom's or a Filene's) strives to be deeper (more selection within each line) at the cost of being narrower (fewer lines). This section proposes changes in the depth of product lines