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Product lines in a complex marketplace: matching organizational strategy to buyer behavior
1Department of Health Policy and Administration, School of Public Health, University of North Carolina, Chapel Hill.
Abstract:
Product-line strategy should be developed in relation to markets. This article focuses on designing product-line strategy in relation to four purchaser types: (1) traditional purchasers, (2) motivated purchasers, (3) HMO-type purchasers, and (4) PPO-type purchasers. In many cases, product-line strategy may have to adopt various combinations of the above.
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