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THE PRODUCT LIFE CYCLE

THE PRODUCT LIFE CYCLE. Product Life Cycle. Introduction Stage. Primary Demand. Selective Demand. Skimming Pricing. Penetration Pricing. Slide 11-11. THE PRODUCT LIFE CYCLE. Growth Stage. Repeat Purchasers. Maturity Stage. Decline Stage. Deletion. Harvesting.

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THE PRODUCT LIFE CYCLE

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

  2. THE PRODUCT LIFE CYCLE • Growth Stage • Repeat Purchasers • Maturity Stage • Decline Stage • Deletion • Harvesting Slide 11-16

  3. THE PRODUCT LIFE CYCLE • Some Dimensions of theProduct 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 11-19

  4. THE PRODUCT LIFE CYCLE • Some Dimensions of theProduct Life Cycle • The Life Cycle and Consumers • Diffusion of Innovation Slide 11-24

  5. MANAGING THEPRODUCT LIFE CYCLE • Modifying the Product • Product Modification • Modifying the Market • Market Modification • Finding New Users • Increasing Use • Creating New Use Situations Slide 11-28

  6. MANAGING THEPRODUCT LIFE CYCLE • Repositioning the Product • Reacting to a Competitor’s Position • Reaching a New Market • Catching a Rising Trend • Changing the Value Offered • Trading Up • Downsizing • Trading Down Slide 11-30

  7. BRANDING ANDBRAND MANAGEMENT • Branding • Brand Name • Brand Personality and Brand Equity • Brand Personality • Brand Equity • Creating Brand Equity • Valuing Brand Equity Slide 11-35

  8. BRANDING ANDBRAND MANAGEMENT • Picking a Good Brand Name • Branding Strategies • Manufacturer Branding • Multiproduct (Blanket/Family) Branding • Line Extension • Brand Extension • Subbranding • Multibranding Slide 11-39

  9. BRANDING ANDBRAND MANAGEMENT • Branding Strategies • Private Branding • Private Labeling • Reseller Branding • Mixed Branding Slide 11-45

  10. CREATING CUSTOMER VALUE THROUGH PACKAGINGAND LABELING • Packaging • Label • Communication Benefits • Functional Benefits • Perceptual Benefits Slide 11-46

  11. GENERAL PRICING APPROACHES • Demand-Oriented Approaches • Skimming Pricing • Penetration Pricing • Prestige Pricing • Odd-Even Pricing Slide 12-18

  12. GENERAL PRICING APPROACHES • Demand-Oriented Approaches • Target Pricing • Bundle Pricing • Yield Management Pricing Slide 12-23

  13. GENERAL PRICING APPROACHES • Cost-Oriented Approaches • Standard Markup Pricing • Cost-Plus Pricing • Profit-Oriented Approaches • Target Profit Pricing • Target Return-on-Sales Pricing • Target Return-on-Investment Pricing Slide 12-27

  14. GENERAL PRICING APPROACHES • Competition-Oriented Approaches • Customary Pricing • Above-, At-, or Below-Market Pricing • Loss-Leader Pricing Slide 12-29

  15. ESTIMATING DEMANDAND REVENUE • Fundamentals of Estimating Demand • Demand Curve • Consumer Tastes • Price & Availability of Similar Products • Consumer Income Slide 12-30

  16. ESTIMATING DEMANDAND REVENUE • Fundamentals of Estimating Demand • Movement Along vs.Shift of a Demand Curve • Price Elasticity of Demand • Elastic Demand • Inelastic Demand Slide 12-32

  17. DETERMINING COST, VOLUME, AND PROFIT RELATIONSHIPS • Break-Even Analysis • Break-Even Point (BEP) • Calculating a Break-Even Point • Break-Even Chart • Applications of Break-Even Analysis Slide 12-43

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