Product Life Cycle 市场营销产品生命周期.pptVIP

Product Life Cycle Introduction stage Growth stage Maturity stage Decline stage The Product Life Cycle Introduction stage Introduction stage is when the new product is first launched. Marketing Objective: create product awareness and trial Features: 1)takes time 2)slow sales growth 3)little or no profit 4)high distribution and promotion expense Growth stage Growth stage is when the new product satisfies the market. Marketing Objective: maximize market share Features: 1)sales increase 2)new competitors enter the market 3)profits increase 4)product quality increase Maturity stage Maturity stage is a long-lasting stage of a product that has gained consumer acceptance. Marketing Objective: maximize profits while defending market. Features: 1)slow down in sales 2)many suppliers 3)overcapacity leads to competition 4)Increased promotion and RD to support sales and profit Example: cell phone P48 第2段 Decline stage Decline stage is when sales decline or level off for an extended time, creating a weak product. Marketing Objective: reduce expenditures and milk the brand Features: 1)maintain the product 2)Harvest the product 3)Drop the product