The marketing function that involves creating the correct product mix for a business is product planning (often called the product/service management function).

Quick Scoop

When exam or textbook questions ask:

“Which marketing function involves creating the correct product mix for a business?”

They are pointing to the function responsible for:

  • Deciding which products to offer and which to drop.
  • Determining product features, styles, quality levels, and variations.
  • Managing product lines and the overall assortment so it fits customer needs and company goals.

In most school and certification marketing frameworks, this function is labeled:

  • Product/service management (common in many curricula), or
  • Product planning (older or simplified texts).

If you have to choose one term on a multiple-choice test, pick:

Product/service management (product planning).

That is the marketing function that creates and manages the correct product mix for a business.