工商管理-科特勒-chapter-10---plc-model-(page-321-335).pptVIP

Product Life cycle (PLC)(Chapter 10 – 331) Agenda: What is a Product life cycle (PLC)? assumptions of the PLC stages Which marketing strategies are relevant throughout the PLC? introduction growth maturity Decline Critique of the PLC theory Stages in market evolution 28.08.2009 * 28.08.2009 * Assumptions behind the PLC Products have a limited life Product sales pass through all stages of the PLC different challenges, opportunities, problems Profits rice and fall at different stages Products require different marketing, financial, manufacturing and purchasing strategies throughout the life cy