Download presentation
Presentation is loading. Please wait.
Published byBernard Albert Bell Modified over 9 years ago
1
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-2 MANAGING PRODUCTS AND BRANDS C HAPTER
2
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-5 GATORADE: AN UNQUENCHABLE THIRST FOR COMPETITION
3
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Slide 11-6 Product Life Cycle Primary Demand Introduction Stage Selective Demand Skimming Pricing Strategy Penetration Pricing Strategy
4
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-7 FIGURE 11-1 FIGURE 11-1 How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions
5
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-8 FIGURE 11-2 FIGURE 11-2 Product life cycle for the stand-alone fax machine for business use: 1970–2006
6
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Slide 11-9 Repeat Purchasers Growth Stage Deletion Harvesting Maturity Stage Decline Stage
7
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-10 Ford Escape Hybrid Automobile and Canon Digital Rebel Camera What stage of the product life cycle?
8
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-11 MARKETING NEWSNET Will E-Mail Spell Doom for the Familiar Fax?
9
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Slide 11-12 Length of the Product Life Cycle Some Dimensions of the Product Life Cycle Shape of the Product Life Cycle Generalized Life Cycle High-Learning Product Fashion Product Low-Learning Product Fad
10
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin FIGURE 11-3 FIGURE 11-3 Alternative product life cycles Slide 11-13
11
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Length of the Product Life Cycle Some Dimensions of the Product Life Cycle Product Class Product Class Product Form The Life Cycle and Consumers Diffusion of Innovation Slide 11-14
12
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-15 FIGURE 11-4 FIGURE 11-4 Video game console and software life cycles by product class and product form
13
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Slide 11-16 Some Dimensions of the Product Life Cycle The Life Cycle and Consumers Diffusion of Innovation Early Adopters Early Majority Late Majority Laggards Innovators
14
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-17 FIGURE 11-5 FIGURE 11-5 Five categories and profiles of product adopters
15
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-23 Milk Processor Education Program What modification strategy?
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.