The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.

a. Hillside offers many different products. Identify several of these products and indicate where you think each one is in its product life cycle.

b. Exhibit 9-3 summarizes some marketing mix characteristics based on where a product fits in the product life cycle. Is Hillside’s marketing plan consistent with what this exhibit suggests? Why or why not?

Transcribed Image Text:

Product Place Promotion Price Competitive situation Market introduction One or few Build channels Pioneering/ informing Market growth Skimming or penetration Maybe selective distribution Building primary demand Variety-try to find the best product Build brand familiarity Time- Market maturity Monopoly or monopolistic competition oligopoly All "same" Battle of the brands Sales decline Total industry sales Monopolistic Monopolistic competition or competition or oligopoly heading toward pure competition Total industry profit Some drop out Move toward more intensive distribution Building selective demand- Informing/persuading Persuading/reminding (frantically competitive) Meet competition (especially in oligopoly) or Price dealing and price cutting.