A product item is a specific product that a company offers for sale and that can be identified by its size, price, model, quality, brand, or other attributes. For example, a company may sell a 1-litre bottle of a particular brand of shampoo as one product item. Thus, a product item represents an individual offering in the company’s product portfolio. A product line is a group of closely related products that perform similar functions, are sold to the same customer groups, are marketed through similar channels, or fall within a similar price range. For example, a company manufacturing personal-care products may have a shampoo product line consisting of anti-dandruff, herbal, moisturizing, and strengthening shampoos. A product line therefore consists of several related product items. A product mix refers to the complete range of product lines and individual products offered by a company. It is the total assortment of products marketed by the firm. For example, a consumer-goods company may have product lines for soaps, shampoos, toothpaste, detergents, and cosmetics. The product mix is broader than a product line because it includes all