Chapter+Nine_shortened

Chapter+Nine_shortened - Marketing 350 Fall 2010 Chapter...

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Click to edit Master subtitle style Marketing 350 Fall 2010 Chapter Nine: Product and Service Strategies
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Product and Service Strategies Product Life Cycle (PLC) concept. .. Ø Stages in Ø Useful concept for
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Product and Service Strategies Ø Caution -- » Can be a » Should not » Multiple » Sales should be viewed as
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PLC Applicable To: Ø Product categories -- “smart” phones in fax in newspapers in
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PLC Applicable To: Ø Brands » Can be short » For some brands
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Stages in Product Life Cycle Time
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Profits and the Product Life Cycle Time Introductio n Growt h Maturit y Declin e
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Marketing Strategies Across the PLC Introduction Ø Stimulate primary demand, Ø Sales promotion to Ø Promote to Ø Low versus high
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Marketing Strategies Across the PLC Ø Advantages of being “market pioneer” » Higher » Relates to profitability-- § 1. § 2. § 3.
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Marketing Strategies Across the PLC Growth Ø Increase Ø Shift toward Ø Improve quality, add Ø Enter new Ø May lower price to
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Chapter+Nine_shortened - Marketing 350 Fall 2010 Chapter...

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