Product Life Cycle Flashcards

1
Q

What does a product life cycle show!?

A

The product life cycle shows the sales of a product over time

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2
Q

What are the 6 stages of the product life cycle?

A

• Development
• Introduction
• Growth
• Maturity
• Saturation
• Decline

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3
Q

What is the development stage?

What are the 4Ps like at this stage?

A

At this stage the product is still in its research phase, the product has not been fully launched.

• Price: Under review from research

• Place: May be available in test markets

• Product: Under development

• Promotion: Possible advertising in trade press to encourage early distribution

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4
Q

What is the introduction stage?

What are the 4Ps like at this stage?

A

• Competition is usually limited, sales increase slowly

• Price: Could be high to recover development costs or low to penetrate the market

• Place: Distribution is limited

• Product: Only one basic model

• Promotion: Usually INFORMATIVE in an attempt to create awareness

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5
Q

What is the growth stage?

What are the 4Ps like at this stage?

A

• Sales increase at an increasing rate, losses turn into profits, competitors are attracted and launch similar products

• Price: May start to fall as competition arrives with cheaper products

• Place: Distribution widens as more outlets begin to stock it

• Product: Some product improvements made to stay ahead of the competition

• Promotion: Still largely informative as most consumers are first time users, a PERSUASIVE element will appear in order to build brand loyalty.

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6
Q

What is the maturity stage?

What are the 4Ps like at this stage?

A

• Sales are still rising but the rate of increase declines until a plateau is reached. Competition is intensive.

• Price: Will have fallen due to competition

• Place: High levels of distribution, will be widely available

• Product: Different models will have been launched for the different market segments

• Promotion: This is now PERSUASIVE as anyone who is going to try the product has done so. Branding and advertising reach a climax.

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7
Q

What is the decline stage?

What are the 4Ps like at this stage?

A

• Sales eventually reach the decline stage through the effects of new technologies and changing tastes

• Price: Can fall further due to not needing support for a large marketing budget

• Place: Weaker distribution channels are withdrawn. Only sold through main outlets.

• Product: Remove weaker product versions

• Promotion: Marketing budgets are cut to keep costs down

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8
Q

What is The Boston Matrix?

A

The Boston Matrix analyses all of a firm’s products in terms of their market share and the growth of the market, it is a form of portfolio analysis.

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9
Q

What is a balanced portfolio?

A

A balanced portfolio is an appropriate mix of products in terms of their market shares and market growth

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10
Q

What are the names of the four quadrants in the Boston Matrix?

A
  • Dogs
  • Cash cows
  • Problem child
  • Stars
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11
Q

What are the dogs in the Boston Matrix?

A
  • low relative market share
  • low market growth

Either invest to revitalise product, or let them decline and eventually remove them.

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12
Q

What are cash cows on the Boston Matrix?

A
  • well established
  • relatively high market share
  • low market growth
  • generate a high level of funds for business, future investment
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13
Q

What is the problem child on the Boston Matrix?

A
  • fast growth markets (appealing)
  • relatively small market share
  • May do well, May not (problem child)

May want to invest to protect and grow these products

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14
Q

What are the Stars on The Boston Matrix?

A
  • fast growth market
  • relatively high market share

e.g. leading brand in a new type of app

Managers will need to keep investing in, promoting, and gaining more distribution for these products.

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15
Q

Why is the Boston Matrix valuable?

A

Helps managers categorise their products and take a view on what they should do next.

Aim for a balanced portfolio, where well established products help prepare for the future.

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16
Q

Why may new product development be required?

A
  • the existing products are coming to the end of their life cycle
  • new opportunities are opening up due to changes in the market
  • desire to build on the strengths of the brand
  • a way of achieving growth
  • match what competitors are doing
17
Q

What are the risks of new product development?

A
  • Many product ideas do not make it to actual production
  • Many products do not sell well and are withdrawn, may be because of promotional problems or competitor actions
18
Q

What factors should be examined when setting price?

A
  • price elasticity of demand
  • costs
  • market price
19
Q

What is penetration pricing?

A

Happens when a business charges a low price to gain market share

  • Most suitable when demand is sensitive to price (elastic)
20
Q

What is price skimming?

A

Occurs if a relatively high price is charged when a product is launched, then reduced as time goes on.

e.g. iPhones

  • Most suitable when demand is price inelastic.
21
Q

What is dynamic pricing?

A

Dynamic pricing occurs when prices are changing rapidly in response to changing demand conditions.

e.g. airlines and hotels

22
Q

What will a manager examine when considering the appropriate mix of promotions?

A
  • The target audience
  • The promotional budget
  • The message
  • Technology
23
Q

What will a manager examine when considering distribution decisions?

A
  • The degree of coverage
  • The costs of different distribution strategies
  • The nature of the product
  • Degree of control
  • How customers expect to access the product & technology
24
Q

What is multi-channel distribution?

A

Multichannel distribution means that customers can buy the product in several ways, for example, in store, online, or click and collect.

25
Q

Digital marketing has enabled businesses to:

A
  • gather more information about customers and process it more quickly and more effectively.
  • build relationships with customers more effectively, buying habits
  • target very specific segments
  • involve customers more in the marketing process, reviews.
  • target global markets
26
Q

What is e-commerce?

A

E-commerce is the buying and selling of products through an electronic medium such as the internet.