mktg 351 ch 15 product life cycle and promotional mix

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5 Terms

1
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before introduction stage

preintroduction publicity; small amounts of advertising near introduction

2
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between introduction and growth

heavy advertising and public relations to build awareness; sales promotion to induce trial; personal selling to obtain distribution

3
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between growth and maturity

heavy advertising and public relations to build brand loyalty;

4
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between maturity and decline

advertising slightly decreased — more persuasive and reminder in nature; increased use of sales promotion to build market share; personal selling to maintain distribution

5
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decline

advertising and public relations drastically decreased; sales promotion and personal selling maintained at low levels