5-2 Product Mix

Which product mix strategy involves adding lower priced products or product lines to a company's product mix?

• Trading up
• Expansion
• Contraction
• Trading down

Which of the following is an example of a company with a narrow product mix?

• Dollar store
• Car dealership
• Battery shop
• Baseball card shop

What type of product mix strategy involves adding related products to an existing product line in an existing target market?

• Trading down
• Trading up
• Brand extension
• Line extension

What does 'consistency' refer to in the context of product mix?

• Total number of items in all product lines
• Number of product lines offered by a company
• Relatedness of a company's product lines
• Variations within a product line

What is the complete set of products offered by a company called?

• Product line
• Product assortment
• Product portfolio
• Product mix

What is the term used to describe the process of forming an image for customers to react to and connect with in the target market?

• Brand positioning
• Target marketing
• Market segmentation
• Product positioning

What does the term 'width' refer to in the context of product mix?

• Relatedness of a company's product lines
• Variations within a product line
• Number of product lines offered by a company
• Total number of items in all product lines

What is the term used to describe the process of removing products or product lines from a company's product mix?

• Expansion
• Contraction
• Alteration
• Line extension

What is the term used to describe the process of changing a product's packaging or recipe?

• Contraction
• Line extension
• Expansion
• Alteration

Which of the following refers to a group of related products marketed under a single brand name?

• Product assortment
• Product line
• Product mix
• Product portfolio