产品策略

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Product Strategy

Product Mix and Product Line
 Few firms rely on a single product; instead, most sell many products. A product mix is the set of all products offered for sale by a company. The structure of a product mix has both breadth and depth. Its breadth is measured by the number of product lines carried, its depth by the variety of sizes, colors, and models offered within each product line.
 A broad group of products, intended for essentially similar uses and having similar physical characteristics, constitutes a product line. Firms may delineate a product line in different ways, for the A.H. Robins Company, its various forms of Robitussin cough remedies (such as Pediatric and Maximum Strength syrups and cherry-flavored drops) represent a product line. However, for a large drugstore or supermarket, all brands of cough remedies-not just Robitussin products-comprise one of the store's many product lines.

产品策略
  
  产品组合和产品线
    很少有公司仅仅依靠单一产品，大多数公司都销售多种产品。产品组合是公司生产的用于销售的所有产品。产品组合的结构包括宽度和深度。宽度通过产品线的数目来度量，深度通过各条产品线中提供的不同尺码、颜色和样式的产品来度量。
    通常，具有类似用途和具有相似物理性质的一大类产品构成一条产品线。各个公司可能以不同的方式描述一条产品线。对A.H.Robins公司来说，它的各式各样的Robitussin牌咳嗽药（例如Pediatric和Maximum strength糖浆、草莓味的点滴）代表一条产品线。然而，对于一家大的药店或超市来说，所有品牌的咳嗽药—不仅仅是Robitussin牌—组成商店众多产品线中的一条。

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