“ A group of products that are closely related because they function in a similar manner are sold to the same customer groups, are marked through the same types of outlets, or fall within given price range”.
For example :- Nike products several lines of athletic shoes, Motorola products several lines of telecommunications products and AT&T offers several lines of long distance telephone services.
A major product line decision involves product line length.
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The number of items in the product line.
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The line is too short if the manager can increase profits by adding items.
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The line is too long if the manager can increase profits by dropping items.
Product line length is influenced by company objectives and resources.