What are the three major product variables retailers must decide on?

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BlackTom AI · Accepted Answer

In evaluating what the three major product variables retailers must decide on, we consider how retailers define the core components that shape what they offer to customers.
Option 1: 'Product assortment, services mix, and store atmosphere' combines the breadth of items offered (product assortment) with the range of supplementary services (services mix) and the overall shopping environment (store atmosphere). This trio captures the essential levers retailers control to deliver value and influence the shopping experience.
Option 2: 'Product assortment, product mix, and store atmosphere' uses two terms that are often conflated or confused: product assortment and product mix. While related, they describe different concepts—assortment refers to the range of products available, whereas mix typically refers to the selection within a category. This makes the combination potentially duplicative rather than addressing the distinct dimensions of the offering.
Option 3: 'Product assortment, services mix, and location' introduces location as a strategic variable. Location is indeed crucial for retailers, but it is typically categorized separately from the core product variables because it concerns channel placement and accessibility rather than the characteristics of the offering itself.
Option 4: 'Store size, store atmosphere, and location' centers on physical footprint and environmental factors, not on the actual product or service components. While store size and location influence operations and reach, they do not represent the product-related decisions that define what the retailer offers to customers.
Option 5: 'Location, location, and location' emphasizes site selection to maximize traffic and visibility, but it ignores the other fundamental product-related decisions about assortment, services, and environment. This choice is overly focused on geographic strategy at the expense of the product proposition.
Overall, the most comprehensive and accurate trio among the options is the combination that includes the breadth of offerings (assortment), the support services that accompany those offerings (services mix), and the experiential context in which customers shop (store atmosphere), as these three directly define the retailer’s product-related proposition.

Homework: Ch 11 Warm up

What are the three major product variables retailers must decide on?

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