The complete set of all products offered by a firm is

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19. The complete set of all products offered by a firm is called its: A. product line. B. product categories. C. product mix. D. product breadth. E. product line depth. 20. A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products. 21. For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix. 22. A(n) __________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers.
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23. It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark, which is Nike's: A. nam e. B. symbol. C. design. D. term. E. all of these. 24. A firm's product mix breadth is its: 25. __________ is the number of items within a product line. 26. Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant __________, a large number of items in each product line.
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27. Marketers with successful brands sometimes hesitate to expand the use of their brands because: A. the Fede the numb under an B. it is costly to maintain many product lines, and might we C. it is often difficult to get additional marketing communica D. manufacturing divisions usually control brand expansion marketing division. E. all of these. 28. Firms often add new product lines to: 29. For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company __________ when certain product lines failed to meet this expectation.
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