MKTG 317 Lecture Notes - Laserdisc, Sports Equipment, Sunscreen
11 Apr 2013
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Document Summary
Market introduction, market growth: still learning about the industry. Market maturity: maximum sales, starts to go down at the end of the stage due to more competitors in the industry. Price competitive by lowering prices sales decline: (total industry sales total industry profit). Products / companies in: (look at technology and toys) Seasonal or fashion: sporting goods, sunscreen, and bathing suits, 20-year fashion cycle. Intro and growth stages of plc are getting shorter. Many companies are driven to constant new product introduction. Diffusion describes how the use product spreads throughout a population. Degree of difficulty in understanding new products. Degree to which new product is compatible with existing values, past experience, etc. Degree to which a product us perceived to be superior to existing substitutes. Degree to which benefits can be observed and communicated tot target market. Degree to which a product can be tried on trial basis. Observability: hd tv comparing hd picture vs sd picture.
