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Essentials of Marketing 7th Edition

Essentials of Marketing (7th Edition)

Book Edition7th Edition
Author(s)Hair, Lamb
PublisherCengage Learning
Chapter 11, End Of Chapter, MARKETING PLAN EXERCISE, Exercise 1
Page 384

Complete the following exercises to continue building your strategic marketing plan for Part 3 - Product Decisions. (See Marketing Planning Worksheet, Part 3 , on your companion Web site at You should also refer to Appendix I of Chapter 2 for additional marketing plan checklist items (Marketing Mix-Product).


Place your company's product in the appropriate stage of the product life cycle. What are the implications of being in this stage? Would the PLC be lengthened, shortened, or not affected by selling your product or service online? Would selling your offering on the Internet make it seem earlier on the PLC to your customers? Why?

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