Which term refers to the assortment of products a business offers?

• A. Advertising
• B. Product mix
• C. Direct channel
• D. Channels of distribution

Answer: (B)

The concept being tested is how a business categorizes what it sells. The term for the collection of all products a business offers is the product mix. It encompasses all product lines and items, and is often described in terms of breadth (how many different product lines) and depth (how many variations within each line). For example, a retailer that sells clothing, footwear, and accessories has a broader product mix than one that sells only a single category. Advertising, direct channel, and channels of distribution relate to promoting and delivering products, not to the assortment itself.