School of Business
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 9 | Part 1
Managing the Product Life Cycle
,Objectives:
• Define the product life cycle.
• Describe the stages of the product life cycle.
• Understand how the PLC concept can be applied.
, Product Life-Cycle Strategies
• After launching a new product, management wants that product
to enjoy a long and happy life.
• Although it does not expect the product to sell forever, the
company wants to earn a decent profit to cover all the effort and
risk that went into launching it.
• Management is aware that each product will have a life cycle,
although its exact shape and length is not known in advance.
, Product Life-Cycle Strategies
• The Product Life-Cycle (PLC) is the course of a product’s sales
and profits over its lifetime.
• It has five distinct stages.
1 2 3 4 5
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 9 | Part 1
Managing the Product Life Cycle
,Objectives:
• Define the product life cycle.
• Describe the stages of the product life cycle.
• Understand how the PLC concept can be applied.
, Product Life-Cycle Strategies
• After launching a new product, management wants that product
to enjoy a long and happy life.
• Although it does not expect the product to sell forever, the
company wants to earn a decent profit to cover all the effort and
risk that went into launching it.
• Management is aware that each product will have a life cycle,
although its exact shape and length is not known in advance.
, Product Life-Cycle Strategies
• The Product Life-Cycle (PLC) is the course of a product’s sales
and profits over its lifetime.
• It has five distinct stages.
1 2 3 4 5
