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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MANAGING PRODUCTSAND BRANDS
FIGURE 11-1How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions
FIGURE 11-2Product life cycle for thestand-alone fax machine for business use: 1970–2006
Ford Escape Hybrid Automobile andCanon Digital Rebel CameraWhat stage of the product life cycle?
Will E-Mail Spell Doomfor the Familiar Fax?
FIGURE 11-3 Alternative product life cycles
FIGURE 11-4Video game console and software life cycles by product class and product form
FIGURE 11-5 Five categories and profiles of product adopters
What modification strategy?