 Extending Product Life Cycle StagesGabriel Steinhardt ()
Chapter Chapter 7 in The Product Manager's Toolkit, 2010, pp 69-76 from Springer Abstract: Abstract This chapter introduces the “Product Life Cycle Model” (PLC Model) and its merits and faults are addressed. Considerations, methods, and reasons to extend PLC stages are discussed. Examples are provided to show how product planning and product marketing strategies can be used at different PLC stages to help establish market dominance and drive sales. The PLC Model is a relatively new theory which identifies the distinct stages affecting sales of a product from the product’s inception until its retirement. Companies that had successfully recognized the PLC stages and subsequently applied a custom “Marketing Mix” (combination of product, pricing, promotion, and place [distribution] activities) at each stage were able to sustain sales and defend or gain market share. By deliberately extending through different tactics the length of time spent at each of the PLC stages, companies were also able to realize much of the revenue potential a product can offer. Keywords: Product Family; Product Life Cycle; Brand Equity; Consumer Segment; Price Manipulation (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-04508-0_7 Ordering information: This item can be ordered from DOI: 10.1007/978-3-642-04508-0_7 Access Statistics for this chapter More chapters in Springer Books from Springer |
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