product life cycle - pageout

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1、Slide11-1Slide11-2MANAGINGPRODUCTSANDBRANDSCHAPTERSlide11-3AFTERREADINGTHISCHAPTERYOUSHOULDBEABLETO:Explaintheproductlifecycleconcept.Identifywaysthatmarketingexecutivesmanageaproduct’slifecycle.Recognizetheimportanceofbrandingandalternativebrandingstrategies.Slide11-4AFTERREADINGTHISCHAPTERYOUSH

2、OULDBEABLETO:Describetherolepackaging,labeling,andwarrantieshaveinthemarketingofaproduct.THEPRODUCTLIFECYCLESlide11-6ProductLifeCyclePrimaryDemandIntroductionStageSelectiveDemandSkimmingPricingStrategyPenetrationPricingStrategySlide11-7FIGURE11-1Howstagesoftheproductlifecyclerelatetoafirm’smarketing

3、objectivesandmarketingmixactionsSlide11-8FIGURE11-2Productlifecycleforthestand-alonefaxmachineforbusinessuse:1970–2006THEPRODUCTLIFECYCLESlide11-9RepeatPurchasersGrowthStageDeletionHarvestingMaturityStageDeclineStageSlide11-11MARKETINGNEWSNETWillE-MailSpellDoomfortheFamiliarFax?THEPRODUCTLIFECYCLE

4、Slide11-12LengthoftheProductLifeCycleSomeDimensionsoftheProductLifeCycleShapeoftheProductLifeCycleGeneralizedLifeCycleHigh-LearningProductFashionProductLow-LearningProductFadFIGURE11-3AlternativeproductlifecyclesSlide11-13THEPRODUCTLIFECYCLELengthoftheProductLifeCycleSomeDimensionsoftheProductLifeCy

5、cleProductClassProductFormTheLifeCycleandConsumersDiffusionofInnovationSlide11-14Slide11-15FIGURE11-4VideogameconsoleandsoftwarelifecyclesbyproductclassandproductformTHEPRODUCTLIFECYCLESlide11-16SomeDimensionsoftheProductLifeCycleTheLifeCycleandConsumersDiffusionofInnovationEarlyAdoptersEarlyMajorit

6、yLateMajorityLaggardsInnovatorsSlide11-17FIGURE11-5FivecategoriesandprofilesofproductadoptersSlide11-18ConceptCheck1.Advertisingplaysamajorroleinthe__________stageoftheproductlifecycleand_____________playsamajorroleinmaturity.introductorysalespromotionSlide11-19ConceptCheck2.Howdohigh-learningandlo

7、w-learningproductsdiffer?A:Ahigh-learningproductrequiressignificantcustomereducationandthereisanextendedintroductoryperiod.Alow-learningproductrequireslittlecustomereducationbecausethebenefitsofpurc