1. MANAGING PRODUCTS, SERVICES, AND BRANDS CHAPTER
Slide 11-2

2. THE PRODUCT LIFE CYCLE Product Life Cycle Introduction Stage
Primary Demand
Selective Demand
Slide 11-11

3. How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions
Slide 11-12

4. Which stage of the PLC?
How do you know?
Product development
Introduction
Growth
Maturity
Decline

5. Which stage of the PLC?
How do you know?
Product development
Introduction
Growth
Maturity
Decline

6. Alternative product life cycles
Slide 11-21

7. Some Dimensions of the Product Life Cycle
Length of the Product Life Cycle
Shape of the Product Life Cycle
Slide 11-19

8. BRANDING AND BRAND MANAGEMENT
LINE EXTENSION
PRODUCT EXTENSION
Slide 11-35

9. Breathe Right® Nasal Strips Product Line
Slide 11-61

10. BRANDING AND BRAND MANAGEMENT
Brand Personality
Brand Equity
Slide 11-35

11. Alternative branding strategies
Slide 11-41

12. Product Life Cycle
The product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline.
Slide 11-78

13. Branding
Branding is a marketing decision, in which an organization uses a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors.
Slide 11-79

14. Brand Personality
A brand personality is a set of human characteristics associated with a brand name.
Slide 11-81

15. Brand Equity
Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.
Slide 11-82