What term describes the total range of products offered by a company?

The term that describes the total range of products offered by a company is "Product mix." This concept encompasses all the different product lines and individual items that a company sells. The product mix can be broken down into several dimensions, such as depth (the number of products within each line), width (the number of different product lines), length (the total number of products), and consistency (how closely related the product lines are).

Understanding the product mix is essential for businesses as it helps them strategize their offerings, target specific markets, and manage inventory effectively. This comprehensive view allows firms to identify gaps in their product range and tailor their offerings to better meet customer needs.

In contrast, "Product inventory" refers to the goods and materials a business holds for sale, while "Product lifecycle" describes the stages a product goes through from introduction to decline. "Product assortment" is similar but it typically refers to the selection of products carried by a retailer, rather than the overall range offered by a manufacturer.