MARKETNG 420 Lecture 5: International Marketing (1/29)
Document Summary
If you focus on just one group of consumers, you are setting yourself up to lose market share. You are the leader, you must attack. Less risky if you focus on multiple segments. When the product is launched into the market. Main goal is to create brand awareness. When it is growing more than one digit. You want competitors in this stage to create demand. Not bad to be here because there are most likely no competitors. You will not need to invest in r&d. Consumers don"t want to change, they love your product, and they will continue to buy you. When launched into market, goal is to continue the solution lifecycle for as long as possible. Product life cycles create a solution lifecycle. Varios productos en el mismo solution lifecycle. You need to be transported, you do not need a bicycle. How to grow at the end of the cycle . Use your product to fulfill a different need.
