Marketing: 5-2 Product Mix

What is a product item?

• A marketing strategy

• A type of product packaging

• Something that meets a customer's want or need

• A financial term

What does product mix refer to?

• The complete set of products offered by a company

• The marketing mix of a product

• A specific product line

• The price range of products

What is a product line?

• The production line where products are made

• A marketing campaign for a product

• A single product

• A group of related products marketed under a single brand

Which dimension of product mix refers to the number of product lines a company offers?

• Consistency

• Length

• Width

• Depth

What does the depth of a product line refer to?

• The number of advertisements

• The length of the product line

• The price range of the product line

• The number of variations within a product line

What is product mix consistency?

• The uniformity in product packaging

• The stability of product prices

• How closely related a company's product lines are to one another

• The consistency in product quality

What is an example of a product mix expansion strategy?

• Changing a product's packaging

• Altering existing products

• Adding products or product lines

• Reducing the size of a product line

What does trading up in a product mix strategy involve?

• Adding lower priced products

• Increasing the number of advertisements

• Adding higher priced products

• Decreasing the number of products

What is brand positioning?

• The physical placement of a product in stores

• Forming an image for customers to connect with

• The pricing strategy of a brand

• The distribution channels of a brand

What is a line extension?

• Adding related products to an existing product line

• Adding a new product to an unrelated product line

• Reducing the number of products in a product line

• A new marketing campaign