Explain why individual brands may not follow the product life-cycle pattern. Give an example of a new brand that is not entering the life cycle at the market introduction stage.
Answer to relevant QuestionsDiscuss the life cycle of a product in terms of its probable impact on a manufacturer’s marketing mix. Illustrate using personal computers. Review the Dell case at the beginning of the chapter and then discuss the competitive advantages that Barnes & Noble would have over a small bookshop. What advantages does a small bookshop have? Describe the advantages and disadvantages of the approaches to international market entry discussed in this chapter. Explain how a channel captain can help traditional independent firms compete with a corporate (integrated) channel system. Discuss the distribution center concept. Is this likely to eliminate the storing function of conventional wholesalers? Is it applicable to all products? If not, cite several examples.
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