MKTG6004 Lecture Notes - Lecture 17: Fax, Australian Tertiary Admission Rank, Computer Network
15 Aug 2018
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Launch cycle: expansion of product life cycle (plc) into substages, prelaunch activities, announcement, beachhead, early growth. Prelaunch and pre-announcement: stage where capability to compete is built. Training of sales and other promotional people, arranging for stocking, preannouncements (used to hype interest in the upcoming product, to keep current customers from switching to a competitor and to encourage prospective customers to wait for the new product). Preannouncements can be used to block a competitive entry. The risk of preannouncements is that the product might not be launched. Announcement, beachhead and early growth: beachhead refers to the heavy expenditure necessary to overcome sales inertia . Decisions made at launch and throughout the product life cycle need to be made in accordance with the strategic decisions made earlier. At the time of launch, manufacturing must be ramped up to desired levels of production, the sales channel and distribution logistics should be in place, and adequate promotion material should be ready as well.
