A firm's ________ is the entire range of products the company offers for sale.
A)branding strategy
B)product mix
C)positioning strategy
D)promotional mix
E)product line

Question

Quizplus · Accepted Answer

Product mix refers to the entire range of products that a company offers for sale, including all of its product lines. A company's product mix can include multiple product lines, each of which includes multiple products. A company's branding strategy and positioning strategy are components of its marketing strategy and may influence its product mix decisions, but they do not define the product mix itself. The promotional mix refers to the various marketing communication tools that a company uses to promote its products, and the product line refers to a group of related products within a company's product mix.

A Firm's ________ Is the Entire Range of Products the Company