Replacement Marketing

Cristol, Steven M.; Sealey, Peter
April 1996
Marketing Management;Spring96, Vol. 5 Issue 1, p12
In the 1950s, packaged-goods manufacturers set in motion a relentless juggernaut of brand segmentation and product proliferation in response to consumers' desire for more choice. Great brands began routinely "line extending," and niche products sprouted like weeds. The typical American supermarket grew from 7,000 stockkeeping units in 1960 to over 30,000 SKUs by 1995. Well beyond the supermarket, we are reaching a point of diminishing returns with ever-increasing choice. Marketers overload customers with excessive options as brand, product, and loyalty-building strategies bombard them unchecked. Replacement marketing, which simplifies decision making, can help you survive the inevitable shakeout. INSETS: Too Much Choice;Burgeoning Backlash.


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