| A | B |
|---|
| Product Depth | The number of items offered within each product line |
| Expansion | Increasing number of product lines carried |
| Product Width | The number of different product lines |
| Positioning | Perception; actions marketers take to create a certain image of a product in the minds of the customers |
| Contracting | Narrowing or decreasing the number of product lines carried |
| Product Item | Specific model, brand, or size of a product within a line |
| Product Line | A group of closely related products manufactured by a business |
| Product Mix | All the type of products a company makes or sells |
| Narrow | Limited product lines carried, typically very specialized |
| Alteration | Improvement of an established product |
| Deep | Extensive variety within a product line |
| Broad | Many different lines carried |
| 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 |
| Shallow | Limited variety within a product line |
| Trading Up | Adding a higher-priced product to a line to attract a higher-income market and improve sales of existing lower-priced products |
