| A | B |
|---|
| alteration | improvement of an established product |
| broad | many different product lines carried |
| consistency | assiciated with a narrow product mix |
| contraction | narrowing or decreasing number of product lines carried |
| deep | extensive variety within a product line |
| expansion | increasing number of product lines carried |
| narrow | limited product lines carried, typically very specialized |
| positioning | is all about perception, actions marketers take to create a certain image of a product in the minds of consumers |
| product depth | number of items offered within each product line |
| product item | specific model, brand, or size of a product within a line |
| product mix | all the types of products a company makes or sells |
| product width | number of different product lines |
| shallow | limited within a product line |
| trading down | adding a lower-priced item to a line of prestige products to encourage purchases from people who cannot afford the higher priced product, but want the status |
| trading up | adding a higher priced product to a line to attract a higher income market and improve the sales of existing lower priced products |
