小威廉·D·佩罗-市场营销学基础（英文版·第18版）Chap010.pptVIP

Summary Overview A product must have a clear competitive advantage as it moves into maturity. Ideally, this advantage will have been identified and developed throughout introduction and growth. But it is also important that the market knows what that advantage is -- products seldom “speak” for themselves. Key Issues In maturity, promotion emphasizes the building of selective demand—demand for the brand. For example, maturing products, like Simmons brand mattresses, can demonstrate their competitive advantage by means of promotion. In the ad, Simmons explains how 75 years of research has l