search query: @author Kahn, B. E. / total: 6
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| Author: | Kahn, B. E. |
| Title: | Marketing in the 21st century; Dynamic relationships with customers: high-variety strategies. |
| Journal: | Journal of the Academy of Marketing Science
1998 : WIN, VOL. 26:1, p. 45-53 |
| Index terms: | CUSTOMERS CLIENTS MARKETING STRATEGY |
| Language: | eng |
| Abstract: | A proposal is made that one way to compete effectively in the 21st century is to meet customers' needs over time better than the competition by offering a high- variety product line. More variety in a product line can make it more likely that each consumer finds exactly the option he or she desires (customization strategy). In addition, more variety in a product line can allow each consumer to enjoy a diversity of options over time (variety-seeking strategy). Other issues such as profitability, cost considerations, how much variety to offer and where in the delivery cause confusion or overload are also discussed. |
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