This section contains 938 words (approx. 4 pages at 300 words per page) |
The product mix of a company is the total composite of products offered by that organization. A product line is a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.
Product-line decisions are concerned with the combination of individual products offered in a given line. The responsibility for a given product line resides with a product-line manager (sometimes called a product-group manager), who supervises several product managers who, in turn, are responsible for individual products within the line. A product is a distinct unit within the product line that is distinguishable by size, price, appearance, or some other attribute. Decisions about a product line are usually incorporated into a divisional-level marketing plan, which specifies changes...
This section contains 938 words (approx. 4 pages at 300 words per page) |