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© 2006 The McGraw-Hill Companies, Inc., All Rights - page 23 / 31

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Motivation for changing the product mix:

Increase the growth rate of the business

Offer a more complete range of products to wholesalers and retailers

Gain marketing strength and economies in distribution, advertising, and personal selling

Leverage an existing brand position

Avoid dependence on one product line or category

Product Mix Modifications

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