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16 Cards in this Set
- Front
- Back
Alteration |
improvement of an established product |
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Broad |
many different product lines 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 product in the minds of the customers |
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Product Depth |
Number of items offered with 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 manufactured by a business |
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Product Mix |
All the types of products a company makes or sells |
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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 can't 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 |