BBB - Ch

.docx

School

University of Toronto *

*We aren’t endorsed by this school

Course

2103

Subject

Marketing

Date

Apr 3, 2024

Type

docx

Pages

3

Uploaded by ConstableGuineaPig7472

Report
Chapter 7: Product Life Cycle Activity Directions: Watch the video below https://www.youtube.com/watch?v=ob5KWs3I3aY&ab_channel=TwoTeachers Questions: 1. Why is the product life cycle important in Marketing? It describes the stages that the product goes through. 2. Do all products reach the final stage of the product life cycle? What can happen? Not all products reach the final stage, some continue to grow while others rise and fall very quickly. 3. Where does the product life cycle start? What Stage? The product life cycle starts at the research and development stage, this tends to be very time consuming and costly as the product has been designed and isn’t yet produced. Therefore, there are no sales, so cash flow is negative at this stage. 4. During the Introductory stage, what does the business do during this stage? The business's product is launched to the market. The business would invest heavily in marketing and promotion of the product and cash flow would usually be negative at this stage. Pricing strategies are important at this stage and both penetration pricing and price skimming are common strategies used to attract those early adopters or loyal fans to purchase the product and get the ball rolling. 5. What happens during the growth stage? Following the introduction of the product sales will typically start to grow, Therefore the growth stage comes next and is where sales start to increase rapidly alongside demand for the product, also competitors may appear with similar products as they try to replicate the businesses success. This is typically the stage in which cash flow starts to turn positive and the business starts to see a profit from the product.
6. What do businesses do during the maturity stage? The next stage is maturity which is when demand for the product starts to stagnate, although the product is typically well established and well-known at this stage it tends to stagnate as there will also be high competition in the market. However, a key positive for the business is that the product is well established so cost of production and investment in marketing is typically much lower, therefore cash flow tends to still be positive during this stage. Common strategies during the maturity stage include managing production levels to ensure the business doesn’t over produce whilst distributing the product to more businesses and retailers to reach a wider audience commonly with a lower price tag following the maturity of the product it enters the decline stage within which sales start to decrease and the market is oversaturated with both competition and availability of products. 7. During the decline stage the market is oversaturated with competition, availability of product. . 8. List some product extension strategies: introducing more products brand extension advertising price reduction adding value exploring new markets new packaging 9. List 2 examples of product extensions you have witnessed in your lifetime. Coca Cola, Cereal 10. What year did Apple launch? What were their sales for that year? The Apple iPhone was introduced in the market in 2007, reporting 1.39 million sales, they hit the Growth stage fairly quickly increasing from 1.39 million sales in their first year to 11.63 million sales in 2008. 11. What percent increase did Apple have from 2008 – 2015? Percent Increase = (2015-2008) / (2008) Percent Increase = (231.22 - 11.63) / 11.63 Percent Increase = 18.9 %
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
  • Access to all documents
  • Unlimited textbook solutions
  • 24/7 expert homework help