Question
उत्पाद मद, उत्पाद श्रृंखला और उत्पाद मिश्रण के बीच अंतर स्पष्ट कीजिए। विभिन्न उत्पाद श्रृंखला रणनीतियों का वर्णन कीजिए।
Answer :
Word Count : 1358
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उत्पाद किसी भी व्यवसाय की विपणन गतिविधियों का मूल आधार होता है। किसी कंपनी द्वारा उपभोक्ताओं की आवश्यकताओं और इच्छाओं को पूरा करने के लिए प्रस्तुत की जाने वाली वस्तुओं और सेवाओं को उत्पाद कहा जाता है। किसी संगठन के पास एक ही प्रकार का उत्पाद हो सकता है या अनेक प्रकार के उत्पाद हो सकते हैं। विपणन में उत्पादों की संरचना को समझने के लिए उत्पाद मद, उत्पाद श्रृंखला और उत्पाद मिश्रण जैसी अवधारणाएँ महत्वपूर्ण हैं। इन तीनों में आपस में संबंध होने के बावजूद इनके अर्थ और क्षेत्र अलग-अलग हैं। उत्पाद मद (Product Item) से आशय किसी कंपनी द्वारा बिक्री के लिए प्रस्तुत किए जाने वाले किसी एक विशिष्ट उत्पाद से है। यह किसी उत्पाद की ऐसी अलग इकाई होती है जिसे आकार, रंग, मॉडल, गुणवत्ता, डिजाइन, कीमत या अन्य विशेषताओं के आधार पर पहचाना जा सकता है। उदाहरण के लिए, यदि कोई कंपनी साबुन बेचती है और उसके पास नींबू, गुलाब और चंदन सुगंध वाले साबुन हैं, तो प्रत्येक अलग प्रकार का साबुन एक उत्पाद मद माना जाएगा। इसी प्रकार किसी मोबाइल कंपनी का एक विशेष मॉडल, जैसे किसी निश्चित क्षमता और फीचर वाला मोबाइल फोन, एक उत्पाद मद है। उत्पाद श्रृंखला (Product Line) से आशय ऐसे उत्पादों के समूह से है जो किसी कंपनी द्वारा समान प्रकार की आवश्यकताओं को पूरा करने के लिए प्रस्तुत किए जाते हैं और जिनमें आपस में कुछ समानताएँ होती हैं। ये उत्पाद समान ग्राहकों को लक्षित कर सकते हैं, समान वितरण माध्यमों से बेचे जा सकते हैं, समान तकनीक का उपयोग कर सकते हैं या एक-दूसरे से संबंधित उपयोगिता रखते हैं। उदाहरण के लिए, किसी कंपनी की स्मार्टफोन श्रृंखला में विभिन्न कीमत, क्षमता और सुविधाओं वाले कई मोबाइल मॉडल हो सकते हैं। प्रत्येक मॉडल एक
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