制卧爱价货多本考 《营销学原理》 期末考试试卷 Product line managers are often concerned with managing the length,width and consistency of their product mix.Some companies have very wide product mixes, while others have narrow ones but long product lines.The following table illustrates the product mix of Procter Gamble China. Category Brand Hair Care Rejoice(飘柔)，Pantene(潘婷)，Head&Shoulders(海飞丝)， Sassoon(沙宣)，Clairol Herbal Essence(伊卡璐草本) Skin Care Olay(玉兰由)，SK-Ⅱ Personal Cleaning Safeguard(舒肤佳)，Olay,Zest(激爽) Oral Care Crest(佳洁士) Feminine Protection Whisper(护舒宝) (妇女保健) Baby Care Pampers(帮宝适纸尿布) Snacks Beverages Pringles(品客薯片) Laundry(洗衣粉) Ariel(碧浪)，Tide(汰渍) Now answer the following questions: (1)Define the width,length,and consistency of a product mix.Figure out the product mix of Procter Gamble China in terms of width,length,and consistency. (9 points) (2)What brand strategy (line extensions,brand extensions,multibrands or new brands)does P&G apply to its Hair Care line?Explain the strength and weakness of such brand strategy.(11 points) --END- 6《营销学原理》 期末考试试卷 Product line managers are often concerned with managing the length, width and consistency of their product mix. Some companies have very wide product mixes, while others have narrow ones but long product lines. The following table illustrates the product mix of Procter & Gamble China. Category Brand Hair Care Rejoice (飘柔), Pantene (潘婷), Head & Shoulders (海飞丝), Sassoon (沙宣), Clairol Herbal Essence (伊卡璐草本) Skin Care Olay (玉兰由), SK-II Personal Cleaning Safeguard (舒肤佳), Olay, Zest (激爽) Oral Care Crest (佳洁士) Feminine Protection (妇女保健) Whisper (护舒宝) Baby Care Pampers (帮宝适纸尿布) Snacks & Beverages Pringles (品客薯片) Laundry (洗衣粉) Ariel (碧浪), Tide (汰渍) Now answer the following questions: (1) Define the width, length, and consistency of a product mix. Figure out the product mix of Procter & Gamble China in terms of width, length, and consistency. (9 points) (2) What brand strategy (line extensions, brand extensions, multibrands or new brands) does P&G apply to its Hair Care line? Explain the strength and weakness of such brand strategy. (11 points) -- END -- 8