Download - Slide 11-2
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-2
MANAGING PRODUCTS
AND BRANDS
CHAPTER
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-5
GATORADE: AN UNQUENCHABLE THIRST FOR COMPETITION
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE PRODUCT LIFE CYCLE
Slide 11-6
• Product Life Cycle
Primary Demand
• Introduction Stage
Selective Demand
Skimming Pricing Strategy
Penetration Pricing Strategy
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-7
FIGURE 11-1FIGURE 11-1 How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-8
FIGURE 11-2FIGURE 11-2 Product life cycle for thestand-alone fax machine for business use: 1970–2006
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE PRODUCT LIFE CYCLE
Slide 11-9
Repeat Purchasers
• Growth Stage
Deletion
Harvesting
• Maturity Stage
• Decline Stage
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-10
Ford Escape Hybrid Automobile andCanon Digital Rebel Camera
What stage of the product life cycle?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-11
MARKETING NEWSNET
Will E-Mail Spell Doomfor the Familiar Fax?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE PRODUCT LIFE CYCLE
Slide 11-12
Length of the Product Life Cycle
• Some Dimensions of the Product Life Cycle
Shape of the Product Life Cycle
• Generalized Life Cycle
• High-Learning Product
• Fashion Product
• Low-Learning Product
• Fad
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 11-3 FIGURE 11-3 Alternative product life cycles
Slide 11-13
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE PRODUCT LIFE CYCLE
Length of the Product Life Cycle
• Some Dimensions of the Product Life Cycle
• Product Class
• Product Form
The Life Cycle and Consumers
• Diffusion of Innovation
Slide 11-14
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-15
FIGURE 11-4FIGURE 11-4 Video game console and software life cycles by product class and product form
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE PRODUCT LIFE CYCLE
Slide 11-16
• Some Dimensions of the Product Life Cycle
The Life Cycle and Consumers
• Diffusion of Innovation
Early Adopters
Early Majority
Late Majority
Laggards
Innovators
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-17
FIGURE 11-5 FIGURE 11-5 Five categories and profiles of product adopters
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11-23
Milk Processor Education ProgramWhat modification strategy?