1. Product

2. The product  A product can be good or a service, that is designed, produced and offered to a target market

3. The product mix  Most organizations have a product mix; that is they usually produce more than one product or service  The Product mix has 3 different dimensions - Line - Breadth - Depth

4. The Line  The product line is a group of closely related products, they can be related by - The same use - The same target group - The same price range Eg. Kellogg’s have many product lines one of which is cornflakes

5. The Breadth  The breadth refers to the number of different product lines in the product mix Eg. Kellogg’s will have other product lines, such as coco pops, and nutrigrain, special k

6. The Depth  Product depth refers to the number of items with in each product line Eg, the depth of the special k line would then be, special k forest berries, special k honey almond, special k advantage