Chapter 7 – The Product Life Cycle
Introduction
Every product on the market is in one of the four stages of the Product Life Cycle (PLC). Each stage involves different marketing goals, and, therefore, different marketing activities. While basic and proven concepts (e.g., segmentation, branding, and positioning) still apply, the focus of marketing objectives will vary between stages.
This chapter’s activities will help you practice identifying these stages by using examples from your own environment.
Readings
7.2 Managing New Products: The Product Life Cycle from Principles of Marketing – H5P Edition (2022).- 9.3 The Product Life Cycle from Principles of Marketing (Albrecht et al., 2023).
- 9.4 Marketing Strategies at Each Stage of the Product Life Cycle from Principles of Marketing (Albrecht et al., 2023).
Practice Activities
Media Attributions
- H5P Image 8: Turned on black and grey laptop computer (https://unsplash.com/photos/turned-on-black-and-grey-laptop-computer-mcSDtbWXUZU) by Lukas Blazek [goumbik], via Unsplash, is used under the Unsplash (https://unsplash.com/license) license.
- H5P Image 9: Modified White and gold sewing machine on white table (https://unsplash.com/photos/white-and-gold-sewing-machine-on-white-table-SzvDQHor9XU) by Tuyen Vo, via Unsplash, is used under the Unsplash (https://unsplash.com/license) license.
References
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction.
Blazek, L. (2017). Turned on black and grey laptop computer [Image]. Unsplash. https://unsplash.com/photos/turned-on-black-and-grey-laptop-computer-mcSDtbWXUZU.
Principles of marketing – H5P edition. (2022). BCcampus. https://opentextbc.ca/principlesofmarketingh5p/.
Vo, T. (2021). White and gold sewing machine on white table [Image]. Unsplash. https://unsplash.com/photos/white-and-gold-sewing-machine-on-white-table-SzvDQHor9XU.
