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16 Cards in this Set
- Front
- Back
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Alteration
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improvement of an established product
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Broad
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many different product lines carried
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Consistancy
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associated with a narrow product mix
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Contraction
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narrowing or decreasing number of product lines carried
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Deep
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extensive variety within a product line.
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Expansion
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increasing number of product lines carried
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Narrow
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limited product lines carried, typically very specialized
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Positioning
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is all about perception, actions marketers take to create a certain image of a product in the minds of the customers
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Product Depth
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number of items offered within each product line
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Product Item
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specific model, brand, or size of a product within a line
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Product Line
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group of closely related products manufactured by a business
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Product mix
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all the types of products a company makes or sells
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product width
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number of different product lines
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Shallow
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limited variety within a product line
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Trading down
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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
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Adding a higher-priced product to a line to attract a higher-income market and improve the sales of existing lower-priced products.
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