MM51-2.02 Marketing Study Guide

To meet the needs of its customers and help it achieve its company goals, a drugstore offers a large assortment of products, known as its product

• depth
• mix
• width
• consistency

At a grocery store, you might decide to buy a bottle of Coca-Cola, a DiGiorno frozen pizza, and a can of Dole pineapple chunks. Each of these purchases is a product

• width
• mix
• item
• line

Which of the following is an example of a product line:

• Kraft meats
• A1 Steak Sauce
• Philadelphia Cream Cheese
• Capri Sun

Which of the following is a way a business can classify a product line:

• Width
• Depth
• Trading up
• Customer group

A technology company that offers its products in many different colors and at several different price points likely has a __________ product mix.

• shallow
• narrow
• broad
• deep

Which of the following is one of the elements included in judging the consistency of a company’s product lines:

• End use
• Product names
• Packaging
• Life cycle

Which of the following is an example of a business with a broad product mix:

• Car dealership
• Discount store
• Candy store
• Jeweler

Which of the following is a reason for a business to have a narrow product mix:

• To allow the company to specialize
• To use a wide range of prices
• To allow the company to meet the needs of a variety of consumers
• To reduce the costs of the goods the company purchases for resale

Why would a business use a broad product mix?

• To assure that the product lines are related
• To promote one-stop shopping
• To focus marketing efforts on a few product lines
• To decrease legal liabilities

Why would a business use a shallow product mix?

• To promote one-stop shopping
• To allow the company to meet the needs of a variety of consumers
• To control costs
• To use a wide range of prices