BU354 Chapter Notes - Chapter 9: Private Label, Generic Brand, Brand Equity
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Product anything that is of value to a consumer and can be ofered through a voluntary markeing exchange. Product assortment (product mix) the complete set of all products ofered by a irm. 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 subsitutes for one another. Brand the name, term, design, symbol, or any other features that idenify one seller"s good or service as disinct from those of other sellers. Product line breadth the number of product lines, or variety, ofered by the irm. 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.
