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C HAPTER. MANAGING PRODUCTS AND BRANDS. Slide 11-2. GATORADE: AN UNQUENCHABLE THIRST FOR COMPETITION. Slide 11-5. THE PRODUCT LIFE CYCLE. Product Life Cycle. Introduction Stage. Primary Demand. Selective Demand. Skimming Pricing Strategy. Penetration Pricing Strategy.

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Slide 11 2

CHAPTER

MANAGING PRODUCTSAND BRANDS

Slide 11-2


Slide 11 2

GATORADE: AN UNQUENCHABLE THIRST FOR COMPETITION

Slide 11-5


Slide 11 2

THE PRODUCT LIFE CYCLE

  • Product Life Cycle

  • Introduction Stage

  • Primary Demand

  • Selective Demand

  • Skimming Pricing Strategy

  • Penetration Pricing Strategy

Slide 11-6


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FIGURE 11-1How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions

Slide 11-7


Slide 11 2

FIGURE 11-2Product life cycle for thestand-alone fax machine for business use: 1970–2006

Slide 11-8


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THE PRODUCT LIFE CYCLE

  • Growth Stage

  • Repeat Purchasers

  • Maturity Stage

  • Decline Stage

  • Deletion

  • Harvesting

Slide 11-9


Slide 11 2

Ford Escape Hybrid Automobile andCanon Digital Rebel CameraWhat stage of the product life cycle?

Slide 11-10


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MARKETING NEWSNET

Will E-Mail Spell Doomfor the Familiar Fax?

Slide 11-11


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THE PRODUCT LIFE CYCLE

  • Some Dimensions of the Product Life Cycle

  • Length of the Product Life Cycle

  • Shape of the Product Life Cycle

  • Generalized Life Cycle

  • Fashion Product

  • High-Learning Product

  • Fad

  • Low-Learning Product

Slide 11-12


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FIGURE 11-3 Alternative product life cycles

Slide 11-13


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THE PRODUCT LIFE CYCLE

  • Some Dimensions of the Product Life Cycle

  • Length of the Product Life Cycle

  • Product Class

  • Product Form

  • The Life Cycle and Consumers

  • Diffusion of Innovation

Slide 11-14


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FIGURE 11-4Video game console and software life cycles by product class and product form

Slide 11-15


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THE PRODUCT LIFE CYCLE

  • Some Dimensions of the Product Life Cycle

  • The Life Cycle and Consumers

  • Diffusion of Innovation

  • Innovators

  • Early Adopters

  • Early Majority

  • Late Majority

  • Laggards

Slide 11-16


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FIGURE 11-5 Five categories and profiles of product adopters

Slide 11-17


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Milk Processor Education Program

What modification strategy?

Slide 11-23


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