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You may think of your college or university as an organization that offers a line of different educational products.
You may think of your college or university as an organization that offers a line of different educational products. Assume that you have been hired as a marketing consultant by your university to examine and make recommendations for extending its product line. Develop alternatives that the university might consider:
- Upward line stretch
- Downward line stretch
- Two-way stretch
- Filling-out stretch
Describe how each extension might be accomplished. Evaluate each alternative.
Whenever a manufacturer extends a product line or a product family, there is risk of cannibalization. This occurs when the new item eats up sales of an existing brand as the firm's current customers simply switch to the new product. Do you think this will be an issue in your recommendations? Explain.
