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…showed last 75 words of 1620 total…extension. Line extension tends to be a company's first thought when they want to grow. Unfortunately, it can be the company's road to failure if not properly assessed. While product marketing may cover the full range of the Service/Product Positioning Model, convenience and cost are not significant factors in the decision-making process of service clients. Those wishing to gain a competitive advantage in service markets would, therefore concentrate on issues of functionality and reliability.