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  3. We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most peopl

We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most peopl

admin2012-02-02  31
问题     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 were originally designed for the military?
    Market modification also means searching for increased usage among present customers or going for a different market, such as senior citizens. A marketer may re-position the product to appeal to new market sections.
    Another product extension strategy is called product modification. It involves changing product quality, features, or style to attract new users or more usage from present users. American auto manufacturers are using quality improvement as one way to recapture world markets. Note, also, how auto manufacturers once changed styles dramatically from year to year to keep demand from falling. (262 words)
Marketers need to know which of the four stages a product is in so as to______.
选项 A、work out marketing policies
B、promote its production
C、speed up its life cycle
D、increase its popularity
答案A
解析 本题属于综合归纳题。文中第二段开头就谈到营销者必须了解产品的生命周期，这一点非常重要。因为在产品的生命周期的不同阶段，营销者要采取不同的销售策略。稍作分析便可知答案为A。B、C、D三项虽然在文中有所涉及，但均与题意不符，故不能选作正确答案。
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