TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 11 – Kerin, Hartley, Rudelius

Chapter 11 - Managing successful products, services, and brands. This chapter explain the product life-cycle concept; identify the ways that marketing executives manage a product’s life cycle; recognize the importance of branding and alternative branding strategies; describe the role of packaging, labeling, and warranties in the marketing of a product. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Explain the product life-cycle concept. LO1 Identify the ways that marketing executives manage a product’s life cycle. Recognize the importance of branding and alternative branding strategies. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 11, YOU SHOULD BE ABLE TO: Describe the role of packaging, labeling, and warranties in the marketing of a product. LO4 GATORADE: BRINGING SCIENCE TO SWEAT FIGURE 11-1 How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions FIGURE 11-1A Stages of the product life cycle and its total industry sales and total industry profit FIGURE 11-1B How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions CHARTING THE PRODUCT LIFE CYCLE INTRODUCTION STAGE LO1 Product Life Cycle Primary Demand Selective Demand Skimming Strategy Penetration Pricing .

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