Exam3 mktg3401 - Study guides, Class notes & Summaries

Chapter 7 1. How companies develop and manage products and brands. a. Product line- A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. b. Product mix (or product portfolio) - The set of all product lines and items that a particular seller offers for sale. c. Brand- A name, term, sign, symbol, or design, or a combination of these, tha...