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3.1.1 PRODUCT- MIX DECISIONS
A product mix (also called a product assortment) is the set of all
products and items a particular seller offers for sale
Or product portfolio consist of all product lines and items that a
particular seller offers for sale
3.1.2 DIMENSIONS OF PRODUCT- MIX
1) WIDTH
1) WIDTH
Refers to how many different product lines the company carries
2) LENGTH
2) LENGTH
2) LENGTH
Refers to the total number of items the company carries within its
product lines
3) DEPTH
3) DEPTH
3) DEPTH
Refers to how many variants are offered of each product in the line
4) CONSISTENCY
4) CONSISTENCY
4) CONSISTENCY
Refers to how closely related the various product lines are in
end use, production requirements, distribution channels, or
some other way
