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16 Cards in this Set
- Front
- Back
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Alteration |
improvement of an established product |
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Broad |
many different product line carried |
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Consistency |
associated with a narrow product mix |
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Contraction |
narrowing or decreasing number of product lines carried |
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deep |
extensive variety within a product line |
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Expansion |
increasing number of product lines carried |
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narrow |
limited product lines carried typically very specialized |
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Positioning |
is all about perception, actions marketers take to create a certain image of a products in the minds of the customer |
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Product depth |
number of items offered within each product line. |
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product item |
specific model, brand, or size of a product within a line |
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Product line |
group of closely related products a company makes or sells |
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product mix |
all the types of products manufactured by a business |
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product width |
number of different product lines |
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shallow |
limited variety within a product line |
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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 |
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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 |
