B2B营销第8章.pptVIP

Exhibit 8-1 The Product Life Cycle Exhibit 8-2 The Technology Adoption Life Cycle Basic Assumptions About the Product Life Cycle All products and offerings have a limited life. All products pass through different stages of evolution For each stage, there is an idealized marketing mix that best fits the environment in that stage. Different stages offer different opportunities and threats – Segmentation and targeting should reflect the changes Profits vary over the product life cycle. Offering Development Stage Offering Introduction Stage Offering Growth Stage Key Issues As a Product Enters the