Slide 11-2

1. CHAPTER MANAGING PRODUCTSAND BRANDS Slide 11-2

2. GATORADE: AN UNQUENCHABLE THIRST FOR COMPETITION Slide 11-5

3. THE PRODUCT LIFE CYCLE • Product Life Cycle • Introduction Stage • Primary Demand • Selective Demand • Skimming Pricing Strategy • Penetration Pricing Strategy Slide 11-6

4. FIGURE 11-1How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions Slide 11-7

5. FIGURE 11-2Product life cycle for thestand-alone fax machine for business use: 1970–2006 Slide 11-8

6. THE PRODUCT LIFE CYCLE • Growth Stage • Repeat Purchasers • Maturity Stage • Decline Stage • Deletion • Harvesting Slide 11-9

7. Ford Escape Hybrid Automobile andCanon Digital Rebel CameraWhat stage of the product life cycle? Slide 11-10

8. MARKETING NEWSNET Will E-Mail Spell Doomfor the Familiar Fax? Slide 11-11

9. 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

10. FIGURE 11-3 Alternative product life cycles Slide 11-13

11. 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

12. FIGURE 11-4Video game console and software life cycles by product class and product form Slide 11-15

13. 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

14. FIGURE 11-5 Five categories and profiles of product adopters Slide 11-17

15. Milk Processor Education Program What modification strategy? Slide 11-23