What term describes the complete set of products and services offered by a firm?

The term that describes the complete set of products and services offered by a firm is known as the product mix. The product mix encompasses all the different product lines and individual products that a company sells. It reflects the overall breadth and depth of the offerings, including variations in size, type, quality, and price. Understanding the product mix is crucial for businesses as it helps in strategic planning, marketing efforts, and aligning with customer needs, all of which contribute to establishing a strong market presence.

Other terms like product line refer to a specific group of related products under a single brand, product range indicates the variety within a specific category, and product portfolio often relates to the strategic management of the product mix rather than just the complete set of offerings. Therefore, while all these terms are related, product mix is the most comprehensive term when discussing the totality of a firm’s products and services.