Title: Describe types of product-mix strategies.
Course: Marketing Management (12166) > Section: Understanding Product and Service Marketing

Description should include the concept that all the products a company manufactures or sells make up the product mix. It should also emphasize that product-mix strategies will affect product items, lines, width, and depth and include the following:

- Developing new products
- Expanding the product line, including brand extension
- Modifying product lines, including finding new uses, new markets, or new methods of distribution for a product
- Discontinuing a product or line of products

Process/Skill Questions:

- What is the difference between a product item and a product line?
- What is the difference between product width and depth?
- How does the product mix of a specialty store compare with that of a department store?
- What factors might encourage a business to make changes in its product mix?
- Why do companies have to be careful when adding or deleting products or product lines?
- What is the difference between altering the product line and expanding or contracting it?