CH 11 - CH 11 1 The product life cycle 280-289 fig 11-1 281 a Introduction stage just advertising the product not so much the brand i Trial ii

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CH 11 1. The product life cycle 280-289 fig 11-1 281 a. Introduction stage – just advertising the product not so much the brand i. Trial ii. Primary demand – just advertising the product iii. Sales low/profit neg to breakeven – a lot of companies fail because you begin with negetive profits, you have to dig yourself out of the hole and some companies don’t accomplish that. b. Growth stage – advertise brand now because of increased competition. (secondary demand) i. More competitors ii. More product differentiation iii. More target marketing iv. Sales increasing the fasted/profits peak c. Maturity stage i. Sales plateau ii. Repeat purchasing dominate iii. Profits decline d. Decline stage i. Sales decline/profits disappear ii. Deletion/harvesting iii. Sell the product line 2. Dimensions of the PLC 285 fig 11-3 a. Length/shape 3. Lifecycle an consumers 287 fig 11-5 know descriptions on each a. Innovators, early adopters, early majority, late majority, laggards 4. Marketing the product life cycle
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This note was uploaded on 09/30/2009 for the course MKTG 2300 taught by Professor Moody during the Fall '08 term at Colorado.

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CH 11 - CH 11 1 The product life cycle 280-289 fig 11-1 281 a Introduction stage just advertising the product not so much the brand i Trial ii

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