Online citations, reference lists, and bibliographies.
← Back to Search

Marketing Programmes Across Different Phases Of The Product Life Cycle

A. Mohan, K. Krishnaswamy
Published 2006 · Business

Cite This
Download PDF
Analyze on Scholarcy
Share
Purpose – This paper seeks to report the findings of a survey aimed at understanding the marketing programmes (MP) for industrial products in different phases of the product life cycle (PLC).Design/methodology/approach – The study is an exploratory one, conducted in a sample of 63 Indian organisations manufacturing general‐purpose machinery. Data pertaining to a total of 191 product lines in four phases of the PLC (42 in introduction, 59 in growth, 53 in maturity and 37 in decline phase) were collected using a specially developed questionnaire.Findings – The results of the descriptive analysis revealed that the marketing programme variables emphasised in different PLC were different. In the Introduction phase decisions about product attributes, physical performance of the product, direct mail advertising, quality improvements and differentiation by design were emphasized. In Growth phase: feature additions, improvements in product styling, quality and service and market segmentation. In maturity and decli...
This paper references
10.1177/002224298104500408
The Product Life Cycle: Analysis and Applications Issues
G. Day (1981)
10.1080/0267257X.1990.9964122
The end of the product life cycle? Education says goodbye to an old friend
L. Wood (1990)
Technology as a competitive weapon
A. L. Frohman (1982)
Marketing management : a strategic approach
H. Boyd (1990)
10.5465/256096
The Product Portfolio and Profitability—A PIMS-Based Analysis of Industrial-Product Businesses
I. MacMillan (1982)
10.1287/MNSC.30.12.1405
An Empirical Investigation of Success Strategies for Businesses Along the Product Life Cycle
R. Thiétart (1984)
10.1016/0024-6301(81)90061-3
Coordinating business strategy and technical planning
A. L. Frohman (1981)
10.1108/14635770010359874
New product launch “mix” in growth and mature product markets
S. Hart (2000)
Competitive Strategy: Techniques for Analyzing Industries and Competitors
Michael E. Porter (1980)
10.2307/1250122
Dynamic competitive strategy & product life cycles
C. Wasson (1974)
10.1111/J.1467-9310.1993.TB00839.X
Organisational, Technical and Marketing Antecedents for Successful New Product Development
R. Calantone (1993)
10.5465/255954
Stage of the Product Life Cycle, Business Strategy, and Business Performance
Carl R. Anderson (1984)
10.5465/255916
High Profit Strategies in Mature Capital Goods Industries: A Contingency Approach
D. Hambrick (1983)
10.2307/1251121
Strategic Market Planning: Problems and Analytical Approaches
Vijay Mahajan (1979)
10.1177/002224297704100216
Marketing Research and the New Product Failure Rate
C. Crawford (1977)
Strategic Marketing Management
D. A. Aaker (2001)
EXPLOIT THE PRODUCT LIFE CYCLE
T. Levitt (1965)
10.1108/03090569610107409
Country of origin marketing over the product life cycle
Hanne Niss (1996)
Industrial Marketing Strategy
F. Webster (1991)
10.2307/1250069
Marketing: a contemporary analysis
R. D. Buzzell (1972)
10.5465/255379
Toward a Contingency Theory of Business Strategy
Charles W. Hofer (1975)
10.1177/002224298304700203
Marketing Strategy: New Directions for Theory and Research
Y. Wind (1983)
Phasing Out Weak Products
P. Kotler (1965)
Marketing Decisions for New and Mature Products: Planning, Development and Control
R. Hisrich (1984)
10.1002/0470014024.ch5
The Product Life Cycle
M. Levin (2005)
10.1177/002224298104500413
The Nature of Product Life Cycles for Industrial Goods Businesses
H. Thorelli (1981)
10.2307/2983017
Multivariate Data Analysis with Readings
J. F. Hair (1979)
10.1108/02651339310050048
Marketing Strategies for Mature Products in a Rapidly Developing Country: A Contingency Approach
M. Lee (1993)
10.1108/EUM0000000006208
The journey for survival: he case of new product development in the brewery industry
U. Nwabueze (2001)
10.1111/J.1467-9310.1988.TB00560.X
Product Recycle patterns for new industrial products
C. J. Easingwood (1988)
10.1108/EB039087
PUTTING TECHNOLOGY INTO STRATEGY
A. L. Frohman (1985)
10.5465/256077
Strategic Attributes and Performance in the BCG Matrix—A PIMS-Based Analysis of Industrial Product Businesses1
D. Hambrick (1982)
10.1177/002224298705100301
Marketing and Technology: A Strategic Coalignment
N. Capon (1987)
10.1108/EUM0000000005053
Introducing successful new industrial products
R. Cooper (1976)
10.1016/0007-6813(77)90070-2
Extending the product life cycle
Ben M. Enis (1977)



This paper is referenced by
一般不動産情報誌掲載に際する不動産仲介業者の注意義務 : 東京高裁平成3年5月9日判決,控訴棄却(確定)
Kf Lehman (2013)
Strategic marketing planning in the small business sector in Ireland
T. Komaev (2009)
10.16951/IIBD.86057
İŞLETME YAŞAM ÇEVRİMİ BAĞLAMINDA YÖNETİCİ-LİDERLİK MATRİKSİ
M. Zeydan (2010)
10.1177/0886368711409510
Restructuring Fixed and Variable Pay in Sales Organizations: A Product Life Cycle Approach
Pankaj M. Madhani (2011)
HOW SMALL BUSINESSES MARKET THEIR PRODUCTS DURING THE DIFFERENT PHASES OF THE PRODUCT LIFE CYCLE: THE CASE OF SWEDISH ICE CREAM MANUFACTURERS †
A. Hallberg (2014)
EURASIAN JOURNAL OF BUSINESS AND MANAGEMENT
A. Hallberg (2014)
La aventura de la internacionalización : Sedecal en Brasil
Sonia Alonso Botija (2015)
Perceived Risk Influence on the Consumer Attitude to Private Labels in the Product’s Life Cycle Growth Stage
S. Horvat (2012)
Revisiting the IT Productivity Paradox: A Technology Life Cycle Perspective
X. Xu (2016)
A Comparative Study between Price and Non-Price Sales Promotional Strategy in the Introduction Stage of Consumer Products
S. M. Sabbir (2010)
10.1080/0267257X.2013.838987
Marketing orientation and activities in the arts-marketing context: Introducing a Visual Artists’ Marketing Trajectory model
Kim Lehman (2014)
10.4018/978-1-4666-5888-2.CH529
Analytic Hierarchy Process as a Decision Tool for Operative Marketing
Vicente González-Prida (2015)
Generic inhibitors to conserve and transform traditional technologies : the case of Ethiopia
Negassi Yosseph G-Egziabher (2015)
Product Retirement Concept, Process and Business Strategy
Sampurno Wibowo (2012)
10.1016/j.ijinfomgt.2016.08.007
The impact of technology type and life cycle on IT productivity variance: A contingency theoretical perspective
X. Xu (2016)
Semantic Scholar Logo Some data provided by SemanticScholar