A Product Mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. It includes various product lines, product items, product length, and product depth. It contributes to a marketing plan by providing a diversified portfolio that can cater to different customer needs and preferences, thus enhancing customer satisfaction and loyalty. It also allows a company to reach different segments of the market, increase sales and profits, and reduce business risks.
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