title: Product lines in a complex marketplace: matching organizational strategy to buyer behavior.
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.
authors.affiliation: Department of Health Policy and Administration, School of Public Health, University of North Carolina, Chapel Hill.
authors.forename: W N
authors.initials: WN
authors.lastname: Zelman
authors.forename: C P
authors.initials: CP
authors.lastname: McLaughlin
mesh_terms: D002755:Choice Behavior; D003256:Community Participation / Q000523:psychology*; D003284:Contract Services; D006279:Health Maintenance Organizations / Q000191:economics; D006739:Hospital Administration / Q000458:organization & administration*; D008389:Marketing of Health Services / Q000458:organization & administration; D011243:Preferred Provider Organizations / Q000191:economics; D011357:Product Line Management / Q000458:organization & administration*