The Efficiency Of Promotional Instruments Related To The Product Life Cycle Stages

Mihaela Marcu () and Cristina Gherman ()
Additional contact information
Mihaela Marcu: „Transilvania” University of Braşov, Romania
Cristina Gherman: „Babes-Bolyai” University of Cluj-Napoca, Romania
Authors registered in the RePEc Author Service: Cristina Balteanu

Annals of the University of Petrosani, Economics, 2010, vol. 10, issue 1, pages 169-176

Abstract: Regarded as a planning tool, PLC (product life cycle) strongly contributes to the identification of the main marketing challenges that may arise throughout the life of a product/service. Thus, the marketing management has the opportunity to develop and implement those solutions designed to optimize each of the 4P of marketing mix: product (quality), price, distribution (placement) and promotion. The communication program has an essential role, because the company presents through it its "product" to actual or potential customers in order to convince them of the benefits of purchasing/using it. The efficiency of the promotional instruments involves an appropriate allocation of funds needed to promote the product/service in relation to the stage of its life cycle.

Keywords: PLC; product; promotion; market share (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2010
References: View complete reference list from CitEc
Citations Track citations by RSS feed

Downloads: (external link)
http://upet.ro/annals/economics/pdf/2010/20100118.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:pet:annals:v:10:y:2010:i:1:p:169-176

Access Statistics for this article

More articles in Annals of the University of Petrosani, Economics from University of Petrosani, Romania
Series data maintained by Imola Driga ().