Principles of Marketing 11-1 Session 11 Product Life Cycle and Brand Management Text:Chapters 9,8 制计价蜀易大孝 国际商学院市场营销学系
Principles of Marketing Product Life Cycle and Product Life Cycle and Brand Management Brand Management Session 11 11 － 1 11 － 1 Text: Chapters 9, 8
Outline 11-2 I.Product Life Cycle II.Packaging III.Product Line Decisions IV.Brand and Brand Management 国际商学院市场营销学系
11－1 11－1 11－2 11－2 Outline I. Product Life Cycle I. Product Life Cycle II. Packaging II. Packaging III. Product Line Decisions III. Product Line Decisions IV. Brand and Brand IV. Brand and Brand Management Management
I.Product Life Cycle 11-3 1.Product Life Cycle Model 2.Applications of the Product Life Cycle 3.Characteristics for each stage of PLC 4.Marketing Strategies for Each Stage of PLC 5.Problems Using the PLC 制卧经价蜀易大考 国际商学院市场营销学系
I. Product Life Cycle I. Product Life Cycle 1. Product Life Cycle Model 2. Applications of the Product Life Cycle 3. Characteristics for each stage of PLC 4. Marketing Strategies for Each Stage of PLC 5. Problems Using the PLC 11 － 3 11 － 3
1.Product Life Cycle Model 11-4 Sales and Profits ($ Sales Profits Time→ Product Introduction Growth Maturity Decline Development Stage Sales and Profits Over Losses/ the Product's Life From Investments($) Inception to Demise 制卧价策易大考 国际商学院市场营销学系
1. Product Life Cycle Model Time Product Development Stage Introduction Profits Sales Growth Maturity Decline Losses/ Investments ($) Sales and Profits ($) Sales and Profits Over the Product’s Life From Inception to Demise 11 － 4 11 － 4
11-5 2.Applications of the Product Life Cycle The PLC applies to the following: Product class Product form Brand > >Style Fashion >Fad 制计价蜀易大孝 国际商学院市场营销学系
2. Applications of the Product Life Cycle The PLC applies to the following: ¾ Product class ¾ Product form ¾ Brand ¾ Style ¾ Fashion ¾ Fad 11 － 5 11 － 5