| A | B |
|---|
| Alteration | Making changes to meet customer needs & wants; improvement of an established product. |
| Brand Positioning | A branding strategy in which marketers create a certain image or impression of a brand as compared to those of competitors’ brands. |
| Broad Product Mix | Many different product lines carried. |
| Business Feasibility Analysis | Examining such factors as demand, costs, competition, capital investment required, and potential profit of a product or service to determine how it will fit into the company’s product mix. |
| Consistency | A product mix dimension referring to how closely a company's product lines are related in terms of the products' end use, methods of distribution and production, target market(s), and/or price range. |
| Contraction | Narrowing or decreasing number of product lines carried. |
| Deep Product Mix | Extensive variety within a product line. |
| Depth | A product mix dimension referring to the number of products and the assortment of sizes, colors, and models offered in a product line. |
| Expansion | A product mix strategy in which a business expands its product mix by adding additional product items or product lines. |
| Family Brand | A category of brands in which one brand is used for a group of related products in a product line. |
| Narrow Product Mix | 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 the customers. |
| Product Depth | Number of items offered within each product line. |
| Product Elimination | The removal of a weak product from the market and from the company’s product mix, also known as product discontinuation. |
| Product Item | Specific model, brand, or size of a product within a line. |
| Product Line | Group of closely related products manufactured by a business, a group of related product items. |
| Product Mix | All the types of products a company makes or sells. |
| Product Mix Strategies | The ways in which businesses handle, or manage, their product mixes. |
| Product Width | Number of different product lines. |
| Shallow Product Mix | Limited variety 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. |
| WIDTH | A product mix dimension referring to the number of product lines carried by a company. |
