Kodak's Graphics Communication Group (GCG) is one of the company's largest growing businesses. On one hand, Kodak's GCG serves customers using offset or analog printing that requires long production runs to be cost efficient. On the other hand, the company also serves customers who use digital printing to provide quick, on-demand, short production runs. The company markets four types of products-digital printing, consumables, workflow, and services-to commercial printing, corporate, and government customers. Most of the customers are commercial printers, which is one of four market segments targeted by the GCG. The other three market segments are the packaging industry, publishers, and customers engaged in transactional printing (i.e., printing of checks and documents). To more precisely target customer subsets within these different market segments, the company relies on a customer relationship management (CRM) system that contains a variety of detailed information about the needs, location, and characteristics of the customers. The company also seeks lots of feedback from its customers to better understand their needs and their perceptions of the company's operations vis-a-vis the customers. This feedback is used to foster continuous improvement.

Video Discussion Questions
1. What are the main products offered by Kodak to its customers, and how would you position these products on the goods-to-services continuum of products?
2. Describe the core elements and the value-added elements of Kodak's product line(s).
3. Describe the breadth and depth of Kodak's product line(s).