product line

Dictionary of Business Terms for: product line
product line

group of products manufactured by a firm that are closely related in use and in production and marketing requirements. The depth of the product line refers to the number of different products offered in a product line.

Dictionary of Marketing Terms for: product line
product line

group of products manufactured by a firm that are closely related in use and in production and marketing requirements. The depth of the product line refers to the number of different products offered in a product line. For example, General Foods has about a dozen different products in its coffee product line. Each of these items is promoted as distinctive, although they share the same distribution channels and similar manufacturing facilities. McDonald’s has developed a food product line that includes several hamburger, fish, and chicken sandwiches. A product line may be targeted to a particular customer group, such as Skill home shop tools, or sold to various customer types through the same outlets, such as Ace Hardware Stores.

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