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© 2015 by Cengage Learning Inc. All Rights Reserved. Chapter 11 Developing and Managing Products Exhibit 11.4 Relationships between the Diffusion Process and the Product Life Cycle Product life cycle curve Diffusion Notes: Exhibit 11.4 shows the relationship between the adopter categories and the PLC. Note that the various categories of adopters buy products in different stages of the product life cycle. Almost all sales in the maturity and decline stages represent repeat purchases. © 2015 by Cengage Learning Inc. All Rights Reserved.