




版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請(qǐng)進(jìn)行舉報(bào)或認(rèn)領(lǐng)
文檔簡(jiǎn)介
Unit9.ProductLifeCycleandItsMarketingImplicationsWhatisaproductlifecycle?Aproduct'slifecycle(PLC)canbedividedintoseveralstagescharacterizedbytherevenuegeneratedbytheproduct.Ifacurveisdrawnshowingproductrevenueovertime,itmaytakeoneofmanydifferentshapes,anexampleofwhichisshowninthenextchart.
Theproductlifecycleconceptmayapplytoabrandortoacategoryofproduct.Itsdurationmaybeasshortasafewmonthsoracenturyormoreforproductcategoriessuchasthegasoline-poweredautomobile.Productdevelopmentistheincubationstageoftheproductlifecycle.Therearenosalesandthefirmpreparestointroducetheproduct.Astheproductprogressesthroughitslifecycle,changesinthemarketingmixusuallyarerequiredinordertoadjusttotheevolvingchallengesandopportunities.3TimeProductDevelop-mentIntroductionProfitsSalesGrowthMaturityDeclineLosses/Investments($)SalesandProfits($)SalesandProfitsOvertheProduct’sLifeFromInceptiontoDemiseProductLifeCycleStages
(SeeP161Fig.9.1)IntroductionStageWhentheproductisintroduced,saleswillbelowuntilcustomersbecomeawareoftheproductanditsbenefits.Somefirmsmayannouncetheirproductbeforeitisintroduced,butsuchannouncementsalsoalertcompetitorsandremovetheelementofsurprise.Advertisingcoststypicallyarehighduringthisstageinordertorapidlyincreasecustomerawarenessoftheproductandtotargettheearlyadopters.Duringtheintroductorystagethefirmislikelytoincuradditionalcostsassociatedwiththeinitialdistributionoftheproduct.Thesehighercostscoupledwithalowsalesvolumeusuallymaketheintroductionstageaperiodofnegativeprofits.5Duringtheintroductionstage,theprimarygoalistoestablishamarketandbuildprimarydemandfortheproductclass.Thefollowingaresomeofthemarketingmiximplicationsoftheintroductionstage:Product
-oneorfewproducts,relativelyundifferentiatedPrice-Generallyhigh,assumingaskimpricingstrategyforahighprofitmarginastheearlyadoptersbuytheproductandthefirmseekstorecoupdevelopmentcostsquickly.Insomecasesapenetrationpricingstrategyisusedandintroductorypricesaresetlowtogainmarketsharerapidly.Distribution-Distributionisselectiveandscatteredasthefirmcommencesimplementationofthedistributionplan.Promotion
-Promotionisaimedatbuildingbrandawareness.Samplesortrialincentivesmaybedirectedtowardearlyadopters.6GrowthStage
Thegrowthstageisaperiodofrapidrevenuegrowth.Salesincreaseasmorecustomersbecomeawareoftheproductanditsbenefitsandadditionalmarketsegmentsaretargeted.
Duringthegrowthstage,thegoalistogainconsumerpreferenceandincreasesales.Themarketingmixmaybemodifiedasfollows:Product
-Newproductfeaturesandpackagingoptions;improvementofproductqualityPrice-Maintainedatahighlevelifdemandishigh,orreducedtocaptureadditionalcustomers.Distribution-Distributionbecomesmoreintensive.Tradediscountsareminimalifresellersshowastronginterestintheproduct.Promotion-Increasedadvertisingtobuildbrandpreference.7MaturityStage
Thematuritystageisthemostprofitable.Whilesalescontinuetoincreaseintothisstage,theydosoataslowerpace.Duringthematuritystage,theprimarygoalistomaintainmarketshareandextendtheproductlifecycle.Marketingmixdecisionsmayinclude:
Product-Modificationsaremadeandfeaturesareaddedinordertodifferentiatetheproductfromcompetingproductsthatmayhavebeenintroduced.Price-Possiblepricereductionsinresponsetocompetitionwhileavoidingapricewar.Distribution-Newdistributionchannelsandincentivestoresellersinordertoavoidlosingshelfspace.Promotion-Emphasisondifferentiationandbuildingofbrandloyalty.Incentivestogetcompetitors'customerstoswitch.8DeclineStage
Eventuallysalesbegintodeclineasthemarketbecomessaturated,theproductbecomestechnologicallyobsolete,orcustomertasteschange.Iftheproducthasdevelopedbrandloyalty,theprofitabilitymaybemaintainedlonger.Unitcostsmayincreasewiththedecliningproductionvolumesandeventuallynomoreprofitcanbemade.Duringthedeclinephase,thefirmgenerallyhasthreeoptions:Product
-
Thenumberofproductsintheproductlinemaybereduced.Rejuvenatesurvivingproductstomakethemlooknewagain.Price-Pricesmaybeloweredtoliquidateinventoryofdiscontinuedproducts.Pricesmaybemaintainedforcontinuedproductsservinganichemarket.Distribution-Distributionbecomesmoreselective.Channelsthatnolongerareprofitablearephasedout.Promotion-Expendituresarelowerandaimedatreinforcingthebrandimageforcontinuedproducts.LimitationsoftheProductLifeCycleConceptTheterm"lifecycle"impliesawell-definedlifecycleasobservedinlivingorganisms,butproductsdonothavesuchapredictablelifeandthespecificlifecyclecurvesfollowedbydifferentproductsvarysubstantially.Consequently,thelifecycleconceptisnotwell-suitedfortheforecastingofproductsales.Furthermore,criticshavearguedthattheproductlifecyclemaybecomeself-fulfilling.Forexample,ifsalespeakandthendecline,managersmayconcludethattheproductisinthedeclinephaseandthereforecuttheadvertisingbudget,thusprecipitatingafurtherdecline.Nonetheless,theproductlifecycleconcepthelpsmarketingmanagerstoplanalternatemarketingstrategiestoaddressthechallengesthattheirproductsarelikelytoface.Italsoisusefulformonitoringsalesresultsovertimeandcomparingthemtothoseofproductshavingasimilarlifecycle.11ReviewofKeyTermsandConceptsIntroductionstage
Theproductlife-cyclestageinwhichthenewproductisfirstdistributedandmadeavailableforpurchase.(產(chǎn)品)導(dǎo)入期,介紹期.
growthstage
Theproductlife-cyclestageinwhichaproduct'ssalesstartclimbingquickly.增長(zhǎng)期maturitystage
Thestageintheproductlifecycleinwhichsalesgrowthslowsorlevelsoff.成熟期declinestage
Theproductlife-cyclestageinwhichaproduct'ssalesdecline.衰退期12
productlifecycle(PLC)
Thecourseofaproduct'ssalesandprofitsoveritslifetime.Itinvolvesfivedistinctstages:productdevelopment,introduction,growth,maturity,anddecline.產(chǎn)品生命productdevelopment
Developingtheproductconceptintoaphysicalproductinordertoensurethattheproductideacanbeturnedintoaworkableproduct.產(chǎn)品開發(fā)
DiscussionandReviewQuestions:
1.WhatisProductLifeCyclebydefinition?Andhowmanystagesatypicalproductmaygothrough?2.Pickasoftdrink,car,fashion,foodproduct,orelectronicgadgetandtracetheproduct'slifecycle.Explainhowyouseparatedthestagesoftheproduct'sdevelopment.3.Whichstageoffersthegreatestprofitpotential?Provideexamplesifpossible.4.Whatistheprimarygoalduringtheintroductionstageintermsofmarketing?5.Whatkindofmarketingmixshouldmarketerpursueduringthegrowthstageofproductlifecycle?6.Duringthematuritystage,theprimarygoalistomaintainmarketshareandextendtheproductlifecycle.Pleasecomment.7.Whatarethepricingstrategiescanbeusedduringtheintroductionstage?Why?8.Whatarethelimitationsofproductlifecycleconcept?SelectedAnswers
toExercisesinUnit9I.Nofixedanswerstothesequestions;Studentsmaymakefreespeechaccordingtothetext.II.1.incubation;2.implementation;3.alert;4.penetration;5.promotions;6.maturity;7.pricing;8.category
III.
1.f;2.d;3e;4.b;5.c6.a;IV.1.T;
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請(qǐng)下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請(qǐng)聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會(huì)有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲(chǔ)空間,僅對(duì)用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對(duì)用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對(duì)任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請(qǐng)與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對(duì)自己和他人造成任何形式的傷害或損失。
最新文檔
- 投資決策分析能力試題及答案
- 生物教師研修發(fā)言稿初中
- CFA考試失敗原因與試題及答案
- 2024年CFA考試新規(guī)劃試題及答案
- 量化風(fēng)險(xiǎn)模型的構(gòu)建方法試題及答案
- CFA考試的五大關(guān)鍵領(lǐng)域試題及答案
- 汽車電氣設(shè)備構(gòu)造與維修 教案 王錫戎 項(xiàng)目7、8 輔助電器設(shè)備檢修、空調(diào)系統(tǒng)檢修
- 多種學(xué)習(xí)方式的特許金融分析師試題及答案
- 早產(chǎn)兒腦出血預(yù)防
- 互幫互助的2024年特許金融分析師試題及答案
- 術(shù)中用藥用血安全管理課件
- 2019年10月自考05760營(yíng)養(yǎng)學(xué)一試題及答案含解析
- 中藥凝膠貼膏劑的研究進(jìn)展及在產(chǎn)品開發(fā)中的應(yīng)用
- 福建省廈門市2022-2023學(xué)年六年級(jí)下學(xué)期數(shù)學(xué)期中試卷(含答案)
- 幼教培訓(xùn)課件:《常用的伴奏音型》
- 《重慶輕軌路線》課件
- 臺(tái)州職業(yè)技術(shù)學(xué)院?jiǎn)握小堵殬I(yè)技能測(cè)試》參考試題庫(含答案)
- 2023年上海16區(qū)(浦東徐匯楊浦閔行等)數(shù)學(xué)高考二模匯編9 計(jì)數(shù)原理與概率統(tǒng)計(jì)含詳解
- 2024年安徽警官職業(yè)學(xué)院高職單招(英語/數(shù)學(xué)/語文)筆試歷年參考題庫含答案解析
- 腦動(dòng)脈供血不足查房課件
- 干洗行業(yè)安全培訓(xùn)
評(píng)論
0/150
提交評(píng)論