Discussion 2 Week 4

For this discussion, also think about the discussion of product life cycle in the course text, the media on “Marketing and New Technologies,” and the Kvesic (2008) article, and reflect on products you have personally used.

Prepare the following:

• Identify one product or brand that you think is in the growth stage of the PLC. Describe the product industry and provide support for your position.
• Identify a product or brand that you think is in a mature or decline stage or beyond. Describe the product industry and provide support for your position.
• Describe the impact of the product or brand’s life cycle on the role of marketing mix variables (product, price, promotion, and place/distribution). In other words, how do these variables change over the product or brand’s life cycle?

Reference

Kvesic, D. Z. (2008). Product lifecycle management: Marketing strategies for the pharmaceutical industry. Journal of Medical Marketing, 8(4), 293–301.