营销学教学课件（英文版）pom12_media09.pptVIP

Product Life-Cycle Strategies Modifying Strategies Market modifying Product modifying Marketing mix modifying Product Life-Cycle Strategies Modifying Strategies Market modifying strategy is when a company tries to increase consumption of the current product New users Increased usage of existing users New market segments Product Life-Cycle Strategies Modifying Strategies Marketing mix modifying strategy is when a company changes one or more of the marketing mix elements Price Promotion Distribution channels Product Life-Cycle Strategies Production Life-Cycle Stages Decline stage is when sales decline or level off for an extended time, creating a weak product Maintain the product Harvest the product Drop the product Additional Product and Service Considerations Product Decisions and Social Responsibility Public policy and regulations regarding developing and dropping products, patents, quality, and safety Table 9.2 Summary of Product Life-Cycle Characteristics, Objectives, and Strategies Additional Product and Service Considerations International Product and Service Marketing Challenges Determining what products and services to introduce in which countries Standardization versus customization Packaging and labeling Customs, values, laws New-Product Development and Product Life-Cycle Strategies 9 New-Product Development Strategy A firm can obtain new products through: Acquisition New-product development New-Product Development Strategy Acquisition refers to the buying of a whole company, a patent, or a license to produce someone else’s product New product development refers to original products, product improvements, product modifications, and new brands developed from the firm’s own research and development New-Product Development Strategy Reasons for new product failure Overestimation of market size Poor design Incorrect positioning Wrong timing Priced too high Ineffective promotion Management influence Hig