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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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CHAPTER MANAGING PRODUCTSAND BRANDS 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
FIGURE 11-1How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions Slide 11-7
FIGURE 11-2Product life cycle for thestand-alone fax machine for business use: 1970–2006 Slide 11-8
THE PRODUCT LIFE CYCLE • Growth Stage • Repeat Purchasers • Maturity Stage • Decline Stage • Deletion • Harvesting Slide 11-9
Ford Escape Hybrid Automobile andCanon Digital Rebel CameraWhat stage of the product life cycle? Slide 11-10
MARKETING NEWSNET Will E-Mail Spell Doomfor the Familiar Fax? Slide 11-11
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
FIGURE 11-3 Alternative product life cycles Slide 11-13
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
FIGURE 11-4Video game console and software life cycles by product class and product form Slide 11-15
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
FIGURE 11-5 Five categories and profiles of product adopters Slide 11-17
Milk Processor Education Program What modification strategy? Slide 11-23