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We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most people did not like it as well as "regular" coffee and it took several years to gain general acceptance (introduction stage). At one point, though, instant coffee grew rapidly in popularity and many brands were introduced (stage of rapid growth). After a while, people became attached to one brand and sales leveled off (stage of maturity). Sales went into a slight decline (衰退) when freeze-dried coffees were introduced (stage of decline).
The importance of the product life cycle to marketers is this: Different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and market sections. Did you know, for example, that the backpacks that so many students carry today w
A. increasing usage among students
B. exploring new market sections
C. pleasing the young as well as the old
D. serving both military and civil needs