1. THE PRODUCT LIFE CYCLE Slide 11-11 Product Life Cycle  Primary Demand Primary Demand Introduction Stage  Selective Demand Selective Demand  Skimming Pricing Skimming Pricing  Penetration Pricing Penetration Pricing

2. THE PRODUCT LIFE CYCLE Slide 11-16 Growth Stage  Repeat Purchasers Repeat Purchasers Maturity Stage  Deletion Deletion  Harvesting Harvesting Decline Stage

3. THE PRODUCT LIFE CYCLE Slide 11-19  Length of the Product Life Cycle Length of the Product Life Cycle Some Dimensions of the Product Life Cycle  Shape of the Product Life Cycle Shape of the Product Life Cycle Generalized Life Cycle High-Learning Product Fashion Product Low-Learning Product Fad

4. THE PRODUCT LIFE CYCLE Slide 11-24  The Life Cycle and Consumers The Life Cycle and Consumers Some Dimensions of the Product Life Cycle Diffusion of Innovation

6. MANAGING THE PRODUCT LIFE CYCLE Slide 11-28 Modifying the Product  Product Modification Product Modification  Finding New Users Finding New Users Modifying the Market  Market Modification Market Modification  Increasing Use Increasing Use  Creating New Use Situations Creating New Use Situations

7. MANAGING THE PRODUCT LIFE CYCLE Slide 11-30 Repositioning the Product  Reacting to a Competitor’s Position Reacting to a Competitor’s Position  Catching a Rising Trend Catching a Rising Trend  Reaching a New Market Reaching a New Market  Changing the Value Offered Changing the Value Offered Trading Up Trading Down Downsizing

8. BRANDING AND BRAND MANAGEMENT Slide 11-35 Branding  Brand Personality Brand Personality  Brand Equity Brand Equity  Creating Brand Equity Creating Brand Equity Brand Name Brand Personality and Brand Equity  Valuing Brand Equity Valuing Brand Equity

9. BRANDING AND BRAND MANAGEMENT Slide 11-39  Manufacturer Branding Manufacturer Branding Picking a Good Brand Name Branding Strategies Multiproduct (Blanket/Family) Branding Multiproduct (Blanket/Family) Branding Line Extension Brand Extension Subbranding  Multibranding Multibranding

10. BRANDING AND BRAND MANAGEMENT Slide 11-45  Private Branding Private Branding Branding Strategies Private Labeling Reseller Branding  Mixed Branding Mixed Branding

11. CREATING CUSTOMER VALUE THROUGH PACKAGING AND LABELING Slide 11-46 Packaging Communication Benefits Functional Benefits Perceptual Benefits  Label Label

12. GENERAL PRICING APPROACHES Slide 12-18 Demand-Oriented Approaches  Skimming Pricing Skimming Pricing  Penetration Pricing Penetration Pricing  Prestige Pricing Prestige Pricing  Odd-Even Pricing Odd-Even Pricing

13. GENERAL PRICING APPROACHES Slide 12-23 Demand-Oriented Approaches  Target Pricing Target Pricing  Bundle Pricing Bundle Pricing  Yield Management Pricing Yield Management Pricing

14. GENERAL PRICING APPROACHES Slide 12-27 Cost-Oriented Approaches  Standard Markup Pricing Standard Markup Pricing  Cost-Plus Pricing Cost-Plus Pricing Profit-Oriented Approaches  Target Profit Pricing Target Profit Pricing  Target Return-on-Sales Pricing Target Return-on-Sales Pricing  Target Return-on-Investment Pricing Target Return-on-Investment Pricing

15. GENERAL PRICING APPROACHES Slide 12-29 Competition-Oriented Approaches  Customary Pricing Customary Pricing  Above-, At-, or Below-Market Pricing Above-, At-, or Below-Market Pricing  Loss-Leader Pricing Loss-Leader Pricing

16. ESTIMATING DEMAND AND REVENUE Slide 12-30 Fundamentals of Estimating Demand  Demand Curve Demand Curve Consumer Tastes Price & Availability of Similar Products Consumer Income

17. ESTIMATING DEMAND AND REVENUE Slide 12-32 Fundamentals of Estimating Demand  Movement Along vs. Shift of a Demand Curve Movement Along vs. Shift of a Demand Curve Elastic Demand  Price Elasticity of Demand Price Elasticity of Demand Inelastic Demand

18. DETERMINING COST, VOLUME, AND PROFIT RELATIONSHIPS Slide 12-43 Break-Even Analysis  Break-Even Point (BEP) Break-Even Point (BEP)  Applications of Break-Even Analysis Applications of Break-Even Analysis  Calculating a Break-Even Point Calculating a Break-Even Point Break-Even Chart