Product Life Cycles as Marketing Models
Product Life Cycles as Marketing Models
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产品生命周期作为营销模式
DOI：
10.1086/295003
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发表时间：
1967
期刊：
影响因子：
--
通讯作者：
W. E. Cox
中科院分区：
文献类型：
--
作者：
W. E. Cox
产品生命周期已在营销文献中广泛讨论。讨论普遍得出结论认为，最好确定公司及其竞争对手产品的生命周期。但是，产品生命周期真的可以计算并用于营销管理吗？产品生命周期不仅可以确定，而且作为营销模型也特别有用。产品生命周期的概念基本上描述了产品的演变，通过其随时间的销售来衡量。每个产品在其生命周期中都要经历一系列的阶段，这些阶段的总和就是产品的生命周期。因此，在任何给定的时间，每个产品都处于四个生命周期阶段之一--引入、增长、成熟和衰退。许多作者都强调了产品生命周期模型作为产品规划和控制基础的价值。然而，在这些来源中，产品生命周期是作为一个定性概念提出的。这些作者赞同使用
P RODUCT life cycles have been widely discussed in marketing literature. The discussions universally conclude that it would be desirable to determine the life cycles of the products of the firm and its competitors. But can product life cycles actually be calculated and used in marketing management? Product life cycles not only can be determined; they are particularly useful as marketing models.The concept of the product life cycle basically describes the evolution of a product, as measured by its sales over time. Every product passes through a series of stages in the course of its life, with the total of the stages considered as the product life cycle. At any given time, therefore, every product is located within one of four life-cycle stages-Introduction, Growth, Maturity, and Decline. Various writers have emphasized the value of a product-life-cycle model as a basis for product planning and control.'In these sources, however, the product life cycle is presented as a qualitative concept. These writers indorse the use of