Purpose: Assist students to recognize and distinguish the differences between a product item, product line, product line depth, product mix, product mix width and a product line extension. Additionally, this exercise enables students to classify consumer products into four categories: convenience products, shopping products, specialty products and/or unsought products. Students will also be able to determine the tangible and intangible benefits of consumer products.

1. First, determine what the tangible and intangible benefits for a computer, a tube of toothpaste, beauty salon, and a dentist. Second, identify a specific product brand and provide four examples of the product line depth and product line width for each of these product or service offerings.

Computer:

• Four tangible benefits include:
• Four intangible benefits include:
• Four examples of the product line depth:
• Four examples of a product line width:

Toothpaste:

• Four tangible benefits include:
• Four intangible benefits include:
• Four examples of the product line depth:
• Four examples of a product line width:

Beauty salon:

• Four tangible benefits include:
• Four intangible benefits include:
• Four examples of the product line depth:
• Four examples of a product line width:

Dentist:

• Four tangible benefits include:
• Four intangible benefits include:
• Four examples of the product line depth:
• Four examples of a product line width: