The Product and the Product mix Product-line decisions Product-line analysis: Sales and Profits Four types of product classes: a Core product a Staples penalties a Convenience items Product-line length: down-market/up market/two-way stretching10-11 The Product and the Product Mix ƒ Product Product-line decisions line decisions ƒ Product Product-line analysis: Sales and Profits line analysis: Sales and Profits ƒ Four types of product classes: Four types of product classes: ƒ Core product Core product ƒ Staples Staples ƒ Specialties Specialties ƒ Convenience items Convenience items ƒ Product Product-line length: line length: down -market / up market / up - market / two market / two -way stretching way stretching