BU352 Chapter Notes - Chapter 9: Deodorant, Detergent, Walmart
Document Summary
Product: anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Product assortment (product mix): the complete set of all products offered by a firm. Product lines: groups of associated items, such as those that consumers use together or think of as part of a group of similar products. Product category: an assortment of items that the customer sees as reasonable substitutes for one another. Brand: the name, term, design, symbol, or any other features that identify one seller"s good or service as distinct from those of other sellers. Product line breadth: the number of product lines, or variety, offered by the firm. Product line depth: the number of categories within a product line. Stock keeping units (skus): individual items within each product category; the smallest unit available for inventory control. Category depth: the number of stock keeping units (skus) within a category.
