Title: Describe the types of product/service mix strategies.
Course: Marketing (12164) > Section: Developing Product/Service Planning Skills

Description should include the concept that all the products/services a company manufactures or sells make up the product/service mix. It should also emphasize that product mix strategies will affect product items, lines, width, and depth and that strategies include the following:

- Generating product/service ideas
- Expanding/enhancing the product line (including brand extension)
- Modifying product lines (including finding new uses, new markets, or new methods of distribution for a product)
- Discontinuing a product or line

Process/Skill Questions:

- What is the difference between a product/service item and a product/service line?
- What is the difference between product/service width and depth?
- What factors might encourage a business to make changes in its product/service mix?
- Why should price be a consideration in the product/service mix strategy planning process?
- What strategies can a company use to keep products/services “fresh” to the customer?