BU352 Chapter Notes - Chapter 9: Speed Stick, Private Label, Brand Equity
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.
