| A | B |
|---|
| Product Mix | All the types of products a company makes or sells |
| Product line | A group of similar products, made or sold by one company |
| product item | A specific model, brand, or size of a product within a product line |
| width | The number of different product lines a business makes or sells |
| depth | The number of items offered within each product line |
| consistency | The degree of closeness or relatedness between product lines in the product mix |
| expansion | Adding items to a product or an entire product line |
| contraction | Eliminating an entire product line or reduce assortment within it. |
| alteration | Improve an established product with a new design, package, or uses |
| trading up | Adding higher priced items to a product line |
| trading down | Adding lower priced items to a product line |
| positioning | Creating a certain image of a product or brand in the customer's mind |
