1. Managing through the PLC (Product Life Cycle) Ideal vs. Real PLC Strategies in the PLC Marketing Decision Support System and Modeling Managing the business and Product Portfolio

2. Ideal versus Real PLC The resemblance in shape is closer when Product forms rather than broad product classes are considered When sales data is deflated by Population Size and by the GNP When revolutionary technological change do not occur

3. Strategies through the Life Cycle IntroductionGrowthMaturityDecline

4. Features of the Marketing DSS (Decision Support System) and Modeling The Components Preferred Characteristics Data for MDSS Models Planning and Control Examples for Principles in Modeling

5. Product Line Management Positioning of the Product Line Composition of the Product Line Strategic Portfolio Management –Flow to more attractive product and business –Flow to Competitively strong product and businesses –The portfolio should be balanced in term of cash requirements, business cycles, scale economics and risks

6. Balancing the Portfolio Balancing of the portfolio is strongly affected by prospects interaction –Joint product processes –Common suppliers –Common Customer Base –Joint impact on the firm’s image –Seasonal and Cyclical interaction in demand and sales –Interaction in claim on or contribution to capital forms and investment. SUMMARY