THE PRODUCT LIFE CYCLE Slide Product Life Cycle  Primary Demand Primary Demand Introduction Stage  Selective Demand Selective Demand  Skimming Pricing Skimming Pricing  Penetration Pricing Penetration Pricing

THE PRODUCT LIFE CYCLE Slide Growth Stage  Repeat Purchasers Repeat Purchasers Maturity Stage  Deletion Deletion  Harvesting Harvesting Decline Stage

THE PRODUCT LIFE CYCLE Slide  Length of the Product Life Cycle Length of the Product Life Cycle Some Dimensions of the Product Life Cycle  Shape of the Product Life Cycle Shape of the Product Life Cycle Generalized Life Cycle High-Learning Product Fashion Product Low-Learning Product Fad

THE PRODUCT LIFE CYCLE Slide  The Life Cycle and Consumers The Life Cycle and Consumers Some Dimensions of the Product Life Cycle Diffusion of Innovation

MANAGING THE PRODUCT LIFE CYCLE Slide Modifying the Product  Product Modification Product Modification  Finding New Users Finding New Users Modifying the Market  Market Modification Market Modification  Increasing Use Increasing Use  Creating New Use Situations Creating New Use Situations

MANAGING THE PRODUCT LIFE CYCLE Slide Repositioning the Product  Reacting to a Competitor’s Position Reacting to a Competitor’s Position  Catching a Rising Trend Catching a Rising Trend  Reaching a New Market Reaching a New Market  Changing the Value Offered Changing the Value Offered Trading Up Trading Down Downsizing

BRANDING AND BRAND MANAGEMENT Slide Branding  Brand Personality Brand Personality  Brand Equity Brand Equity  Creating Brand Equity Creating Brand Equity Brand Name Brand Personality and Brand Equity  Valuing Brand Equity Valuing Brand Equity

BRANDING AND BRAND MANAGEMENT Slide  Manufacturer Branding Manufacturer Branding Picking a Good Brand Name Branding Strategies Multiproduct (Blanket/Family) Branding Multiproduct (Blanket/Family) Branding Line Extension Brand Extension Subbranding  Multibranding Multibranding

BRANDING AND BRAND MANAGEMENT Slide  Private Branding Private Branding Branding Strategies Private Labeling Reseller Branding  Mixed Branding Mixed Branding

CREATING CUSTOMER VALUE THROUGH PACKAGING AND LABELING Slide Packaging Communication Benefits Functional Benefits Perceptual Benefits  Label Label

GENERAL PRICING APPROACHES Slide Demand-Oriented Approaches  Skimming Pricing Skimming Pricing  Penetration Pricing Penetration Pricing  Prestige Pricing Prestige Pricing  Odd-Even Pricing Odd-Even Pricing

GENERAL PRICING APPROACHES Slide Demand-Oriented Approaches  Target Pricing Target Pricing  Bundle Pricing Bundle Pricing  Yield Management Pricing Yield Management Pricing

GENERAL PRICING APPROACHES Slide Cost-Oriented Approaches  Standard Markup Pricing Standard Markup Pricing  Cost-Plus Pricing Cost-Plus Pricing Profit-Oriented Approaches  Target Profit Pricing Target Profit Pricing  Target Return-on-Sales Pricing Target Return-on-Sales Pricing  Target Return-on-Investment Pricing Target Return-on-Investment Pricing

GENERAL PRICING APPROACHES Slide Competition-Oriented Approaches  Customary Pricing Customary Pricing  Above-, At-, or Below-Market Pricing Above-, At-, or Below-Market Pricing  Loss-Leader Pricing Loss-Leader Pricing

ESTIMATING DEMAND AND REVENUE Slide Fundamentals of Estimating Demand  Demand Curve Demand Curve Consumer Tastes Price & Availability of Similar Products Consumer Income

ESTIMATING DEMAND AND REVENUE Slide Fundamentals of Estimating Demand  Movement Along vs. Shift of a Demand Curve Movement Along vs. Shift of a Demand Curve Elastic Demand  Price Elasticity of Demand Price Elasticity of Demand Inelastic Demand

DETERMINING COST, VOLUME, AND PROFIT RELATIONSHIPS Slide Break-Even Analysis  Break-Even Point (BEP) Break-Even Point (BEP)  Applications of Break-Even Analysis Applications of Break-Even Analysis  Calculating a Break-Even Point Calculating a Break-Even Point Break-Even Chart