marketing: product life cycle

MARKETING: PRODUCT LIFE CYCLE CHAPTER 9

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Product Life Cycle Introduction Sales and Profits Time Tablet computers Sales and Profits Home electricity generation Time

TRANSCRIPT

MARKETING: PR

ODUCT

LIFE CYCLE

C H A P T E R 9

Sale

s and

Pro

fits

Time

Introduction

Product Life Cycle

Home electricity generation

Tablet computers

Introduction phase

Sunforce Products 600 Watt Land WindTurbine Power Generator

Sale

s and

Pro

fits

Time

Growth

Product Life Cycle

Home electricity generation

Tablet computers

Tablet computers

iPad2

Sale

s and

Pro

fits

Time

Maturity

Product Life Cycle

Home electricity generation

Tablet computers

Products in the Maturity Stage

Apollo 2011 Summit mountain bike

Mobile Telephones

Sale

s and

Pro

fits

Decline

Time

Industry Sales

Industry Profits

Product Life Cycle

Tablet computers

Home electricity generation

Decline phase product categories

Finding New Uses for Bounce Fabric Softener

Bounce

Line Extension

Developing a product that is closely related to one or more products in an existing line.

Line Extensions

Kellogg’s

Original B

lade

1903 1910 1930

Blue BladeThin Blade

1960 1990

Super B

lue BladeSe

nsorGillett Razor Blades

Product Modification

Changing one or more characteristics of a firm’s product and removing the original product from the line.

• Quality• Functional• Aesthetic

Packaging in need of modification

• Sears Hairdryer• Dial Soap• Christmas lights• Package of nuts• Swedish chainsaw

“Do not use while sleeping.”

“Use like regular soap.”

“For indoor and outdoor use only.”

“Instructions: open packet, eat nuts.”

“Do not attempt to stop chain with your hands or genitals.”

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Steffens, P. R. (2002) “The Product Life Cycle Concept: …eprints.qut.edu.au/6522/2/6522.pdf · · 2010-06-09The Product Life Cycle ... elements relevant to marketing strategy

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Topic 3.1 Marketing - Crawshaw Academy€¦ · 1. Define product life cycle 2. Explain the purpose of a product life cycle for a business 3. Explain the five phases of a product life

Product and sevice mix adaptation for international marketing · PDF fileLevels of product and product life cycle . ... Example COLGATE Toothpaste ... Product and sevice mix adaptation

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