MARK 340 Study Guide - Final Guide: Contract Manufacturer, Cash Flow, Franchising
Document Summary
Chp 8- sustaining competitive advantage over the product life cycle. Intro stage: growth stage, shakeout/ competitive turbulence stage, mature stage, decline stage. Skimming- designed to obtain as much margin per unit as possible. Penetration pricing- enables the firm to strive for quick market development. New to the world- true innovations that are new to the firm and create an entirely new market. New product lines- product category that is new for the company introducing it, but not to new customers in the target market because of it"s existence of one or more competitive brands. Additions to existing product lines- new items that supplement a firm"s established product line. Improvements or revisions of existing products- items providing improved performance or greater perceived value brought out to replace existing products. Repositioning- existing products that are targeted at new applications and new market segments. Cost reductions- product modifications providing similar performance at lower cost.
