Editing Product lining (section)

== Product mix ==
In marketing, the number of product lines offered is referred as the width of product mix. Product mix, also known as product assortment, is the total number of variety of products that a firm sells to their customers.<ref name=":1">Learn marketing. (n.d.). "[http://www.learnmarketing.net/productobjectives.htm Product strategy]. Retrieved March 20, 2016.</ref> It measures the total number of product lines. Some companies will focus solely and sell only one type of product that they specialise in.  Also, some would offer numerous types of products for diversified markets, depending on the size and objectives of the entities. Each approaches' results vary based on many factors including location, market, trends, etc. Therefore, businesses should carefully consider their product mix. The width of product mix is one of the four dimensions of product mix along with the length, depth and consistency of product mix.<ref>Suttle, R. (n.d.). "[http://smallbusiness.chron.com/product-mix-639.html What is a product mix?]." Retrieved March 20, 2016</ref>

=== Width ===
As mentioned above, the width of product mix is referred to as the total number of product lines that the company offers. A diversified product mix can target the maximum number of customers, however, such numbers of product lines requires much attention and focus as each product line targets different groups of consumers and involves individual strategy and management. Although specialisation of products (narrow product mix) might be easier for businesses to operate and manage, it reduces the ability to reach out to diverse markets as they fail to offer sufficient options for consumers to cater to their "needs and wants."<ref name=":2">Marketing 91. (n.d) "[http://www.marketing91.com/product-mix-product-line/ Product mix and product line]." Retrieved March 20, 2016.</ref>

=== Length ===
The length of product mix refers to the total number of products sold by a company. A product line consists of many similar products defined by its functions and customer market while short product line consists of fewer related products. Customer satisfaction could be achieved through longer product lines. However, overly dense product lines may result in competition within the same line and lead to loss of revenue and customers. If product lines are too short, consumer options are limited, forcing them to switch to competitors with a longer range of products.<ref name=":2" />

=== Depth ===
The depth of product mix pertains to the total number of variations of product in a product line.  For example, a brand would be considered to have a depth of four if it sells two sizes and two flavours of soda.<ref name=":1" />

=== Consistency ===
The consistency of product mix refers to how closely associated the products in the same product line are to each other, in terms of their use, production and distribution. A business’ production mix could be very consistent in distribution, yet extremely different in other areas such as use. For instance, a company may be selling health related items such as multi-vitamins tablet and magazines. Although both products fit into the same product line, they are completely dissimilar in use while one is editable and the other is not.<ref name=":1" />