Chapter 11 - Chapter 11 Managing Products Services and...

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Chapter 11: Managing Products, Services, and Brands I. The product life cycle a. The product life cycle b. Introduction stage i. Primary demand ii. Selective demand iii. Skimming strategy iv. Penetration pricing c. Growth stage i. Repeat purchasers d. Maturity stage e. Decline stage i. Deletion 1. Deletion ii. Harvesting 1. Harvesting f. Some dimensions of the product life cycle i. Length of the product life cycle ii. Shape of the product life cycle 1. Generalized life cycle 2. High-learning product 3. Low-learning product 4. Fashion product 5. Fad product g. The life cycle and consumers i. Diffusion of innovation II. Managing the product life cycle a. Modifying the product i. Product modification b. Modifying the market i. Finding new users ii. Increasing use iii. Creating new use situations c. Repositioning the product i. Reacting to a competitor’s position ii. Reching a new market iii. Catching a rising trend iv. Changing the value offered 1. Trading up 2. Trading down a. Downsizing III. Branding and brand management a.
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