Product Life Cycle - PageOut

1、 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-1 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-2MANAGING PRODUCTSAND BRANDSCHAPTER 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-3AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:1. Explain the product life cycl

2、e concept.2. Identify ways that marketing executives manage a products life cycle.3. Recognize the importance of branding and alternative branding strategies. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-4AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:4. Describe the role packaging,

3、labeling, and warranties have in the marketing of a product. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinTHE PRODUCT LIFE CYCLESlide 11-6 Product Life Cycle Primary Demand Introduction Stage Selective Demand Skimming Pricing Strategy Penetration Pricing Strategy 2006 McGraw-Hill Companies, In

4、c., McGraw-Hill/IrwinSlide 11-7 How stages of the product life cycle relate to a firms marketing objectives and marketing mix actions 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-8 Product life cycle for thestand-alone fax machine for business use: 19702006 2006 McGraw-Hill Companies,

5、 Inc., McGraw-Hill/IrwinTHE PRODUCT LIFE CYCLESlide 11-9 Repeat Purchasers Growth Stage Deletion Harvesting Maturity Stage Decline Stage 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-11MARKETING NEWSNETWill E-Mail Spell Doomfor the Familiar Fax? 2006 McGraw-Hill Companies, Inc., McGraw

6、-Hill/IrwinTHE PRODUCT LIFE CYCLESlide 11-12 Length of the Product Life Cycle Some Dimensions of the Product Life Cycle Shape of the Product Life Cycle Generalized Life Cycle High-Learning Product Fashion Product Low-Learning Product Fad 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAlternative

7、 product life cyclesSlide 11-13 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinTHE PRODUCT LIFE CYCLE Length of the Product Life Cycle Some Dimensions of the Product Life Cycle Product Class Product Form The Life Cycle and Consumers Diffusion of InnovationSlide 11-14 2006 McGraw-Hill Companies,

8、Inc., McGraw-Hill/IrwinSlide 11-15 Video game console and software life cycles by product class and product form 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinTHE PRODUCT LIFE CYCLESlide 11-16 Some Dimensions of the Product Life Cycle The Life Cycle and Consumers Diffusion of Innovation Early A

9、dopters Early Majority Late Majority Laggards Innovators 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-17Five categories and profiles of product adopters 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-18 Concept Check1. Advertising plays a major role in the _ stage of the

10、product life cycle and _ plays a major role in roductorysales promotion 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-19 Concept Check2. How do high-learning andlow-learning products differ?A: A high-learning product requires significant customer education and thereis an ex

11、tended introductory period.A low-learning product requires little customer education because the benefits of purchase are readily understood, resulting in immediate sales. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-20 Concept Check3. What does the life cycle of a fashion product loo

12、k like?A: It has the four stages, introduction through decline, and then seems to return. The length of the cycles may be years. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMANAGING THEPRODUCT LIFE CYCLESlide 11-21 Role of a Product (Brand) Manager Product Modification Market Modification Mod

13、ifying the Product Modifying the Market Finding New Users Increasing Use Creating New Use Situations 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinMANAGING THEPRODUCT LIFE CYCLESlide 11-24 Repositioning the Product Product Repositioning Trading Up Trading Down Downsizing Reacting to a Competito

14、rs Position Catching a Rising Trend Changing the Value Offered 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-26 Concept Check1. How does a product manager help manage a products life cycle?A: A product manager shepherds a product through its life cycle by modifying the product, modifyi

15、ng the market, and repositioning the product. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-27 Concept Check2. What does “creating new use situations” mean in managing a products life cycle?A: Finding new uses for an existing product. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16、Slide 11-28 Concept Check3. Explain the difference between trading up and trading down in repositioning.A: Trading up involves adding value to the product (or line) through additional features or higher-quality materials. Trading down involves reducing the number of features, quality, or price, or d

17、ownsizingreducing the content of packages without changing package size and maintaining or increasing the package price. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinBRANDING ANDBRAND MANAGEMENTSlide 11-29 Branding Product Counterfeiting Brand Name Trade Name Trademark 2006 McGraw-Hill Compani

18、es, Inc., McGraw-Hill/IrwinBRANDING ANDBRAND MANAGEMENTSlide 11-30 Brand Personality and Brand Equity Brand Personality Brand Licensing Brand Equity Creating Brand Equity Valuing Brand Equity 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-32Customer-based brand equity pyramid 2006 McGra

19、w-Hill Companies, Inc., McGraw-Hill/IrwinBRANDING ANDBRAND MANAGEMENTSlide 11-34 Picking a Good Brand Name Suggest the Product Benefits Be Memorable, Distinctive, and Positive Fit the Company or Product Image Have No Legal or Regulatory Restrictions Be Simple and Emotional 2006 McGraw-Hill Companies

20、, Inc., McGraw-Hill/IrwinSlide 11-35 Four criteria for picking a good brand name 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-36WEB LINKHave an Idea for a Brand orTrade Name? Check It Out 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinBRANDING ANDBRAND MANAGEMENTSlide 11-37 Brandi

21、ng Strategies Multiproduct Branding (Family/Corporate) Line Extension Subbranding Brand Extension Co-Branding 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-38Alternative branding strategies 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinBRANDING ANDBRAND MANAGEMENTSlide 11-39 Brand

22、ing Strategies Multibranding Private Branding (Private Labeling/ Reseller Branding) Fighting Brands Mixed Branding 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPACKAGING AND LABELINGSlide 11-41 Packaging Communication Benefits Label Creating Customer Value and Competitive Advantage Through Pac

23、kaging and Labeling Functional Benefits Perceptual Benefits 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPACKAGING AND LABELINGSlide 11-46 Environmental Sensitivity Health and Safety Concerns Global Trends in Packaging 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPRODUCT WARRANTYSlide 11

24、-47 Express Warranties Limited Coverage Warranty Warranty Full Warranty Implied Warranties 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-48 Warranty forms 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-49 Concept CheckA: The brand name should: (1) suggest the product benef

25、its; (2) be memorable, distinctive, and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; and(5) be simple and emotional.1. What are the five criteria mentioned most often when selecting a good brand name? 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwi

26、nSlide 11-50 Concept CheckA: A packages color, shape, and graphics can connote status, economy, and product quality.2. Explain the role of packaging in terms of perception. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-51 Concept Check3. What is the difference between an expressed and

27、an implied warranty?A: Express warranties are written statements of liabilities. Implied warranties, which are unwritten, assign responsibility for product deficiencies to the manufacturer even if the retailer sells the product. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-52BRAND NEW

28、S YOU CAN USEGOING ONLINE 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-531. Visit the website.Pick a brand appearing in Chapter 11 and find a feature or debate pertaining to it either in the archives or from the current page. Summarize the views expressed in .Going Online 2006 McGraw-

29、Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-54Going Online2. Click the “papers” icon and read a paper on a topic covered in Chapter 11. Compare and contrast the views in this paper with the coverage found in the chapter. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-55DVD PLAYERSFO

30、LLOW THE CLASSIC PRODUCT LIFE CYCLESUPPLEMENTALLECTURE NOTE 11-1 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-56 DVD player product life cycle 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-57WHATS IN A NAME?ASK THE CALIFORNIADRIED PLUM BOARDSUPPLEMENTALLECTURE NOTE 11-2

31、2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-58BMW: “NEWNESS” ANDTHE PRODUCT LIFE CYCLEVIDEO CASE 11 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-601. Compare the product life cycle described by BMW for its cars to the product life cycle shown in Figure 11-1. How are th

32、ey (a) similar and (b) dissimilar?VIDEO CASE 11BMW 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-612. Based on BMWs typical productlife cycle, what marketing strategies are appropriate for the 3 series?The X5?VIDEO CASE 11BMW 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-

33、623. Which of the three ways to manage the product life cycle does BMW utilize with its productsmodifying the product, modifying the market, or repositioning the product?VIDEO CASE 11BMW 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-634. How would you describe BMWs branding strategy (m

34、anufacturer branding, private branding, or mixed branding)?VIDEO CASE 11BMW 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-645. Go to the BMW website and design a car to your specifications. How does this enable you as a customer to evaluate the product differently than would be otherwi

35、se possible?VIDEO CASE 11BMW 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-65PAMPERED POOCHES TRAVEL IN STYLEAPPENDIX D CASE D-11 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-671. What product attributes and benefits could an upscale hotel provide a pet owner? Are these

36、the same product attributes and benefits provided by an upscale kennel?APPENDIX D CASE D-11Pampered Pooches 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-682. What strategy would a company like Petco be pursuing by entering the pet hotel market? What strategy would a company like Marri

37、ott be pursuing by entering the pet hotel market?APPENDIX D CASE D-11Pampered Pooches 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-693. What are the pros and cons of(a) a multiproduct branding strategy and (b) a multibranding strategy in the pet hospitality industry for companies such

38、 as (i) Petco and(ii) Marriott?APPENDIX D CASE D-11Pampered Pooches 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-704. In what stage of the product life cycle is the pet hospitality industry? An offering such as PetsMarts PetsHotels? Explain and support your answers.APPENDIX D CASE D-1

39、1Pampered Pooches 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-71Product Life CycleThe product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-72Prod

40、uct ClassA product class is the entire product category or industry. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-73Product FormThe product form pertains to variations of a product within the product class. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-74Product Modifica

41、tionProduct modification involves alteringa products characteristic, such as its quality, performance, or appearance, to try to increase the products sales. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-75Market ModificationMarket modification is a strategy in which a company tries to

42、find new customers, increase a products use among existing customers, or createnew use situations. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-76Trading UpTrading up involves adding value toa product (or line) through additional features or higher-quality materials. 2006 McGraw-Hill

43、Companies, Inc., McGraw-Hill/IrwinSlide 11-77Trading DownTrading down involves reducing the number of features, quality, or price. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-78DownsizingDownsizing involves reducing the content of packages without changing package size and maintainin

44、g or increasing the package price. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-79BrandingBranding is a basic decision in marketing products in which an organization uses a name, phrase, design, or symbols, or combination of these to identify its products and distinguish them from tho

45、se of competitors. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-80Brand NameA brand name is any word, device (design, shape, sound, or color), or combination of these used to distinguish a sellers goods or services. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-81Trade N

46、ameA trade name is a commercial, legal name under which a company does business. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-82TrademarkA trademark identifies that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others

47、from using it. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-83Brand PersonalityA brand personality is a set of human characteristics associated with a brand name. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-84Brand EquityBrand equity is the added value a given brand na

48、me gives to a product beyond the functional benefits provided. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-85Brand LicensingBrand licensing is a contractual agreement whereby one company (licensor) allows its brand name(s) or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee. 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-86Multiproduct BrandingMultiproduct branding is a branding strategy in which a company uses one name for all its products in a produ