Marketing Management-1

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2009-09-03

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The Product/Service
Definition:-
- That bundle of benefits which is received in the exchange process
The Product and the Brand
Ansoff's Product/Market Growth MatrixPLC Useful or Useless?
Useless
- Many external/uncontrollable factors influence life cycle
- Not empirically supported
- The 's' shaped curve doesn't appear much in practice - and then only class life cycle
- Which life cycle?
Brand, form or class?
PLC Useful or Useless?
Useful
- Describes what may happen; doesn't prescribe what will happen
- Describes what may happen; doesn't prescribe what will happen
- Allows strategic planning for products
- Intuitively all products go through life cycle stages
- Allows for managing the mix over time/life cycle stages
For Fuller list - refer to Jobber, Ch. 8
Portfolio Models -
Boston Consulting Group Matrix
Question
Can you Critically Evaluate two product management models using good examples to ill

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关键词：营销管理品牌管理市场分析

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