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FIGURE 11-4 PRODUCT LIFE-CYCLE PORTFOLIO Product Life Cycle Max. Profits Profits Market Potential Market Demand Market Growth Rate 30% 25% 20% 15% 10% 5% 0%

FIGURE 11-4 PRODUCT LIFE-CYCLE PORTFOLIO Product Life Cycle Max. Profits Profits Market Potential Market Demand Market Growth Rate 30% 25% 20% 15% 10% 5% 0% -5% 0 10 20 30 Circle size is proportionate to sales. B 40 50 60 70 Competitive Position E 80 90 100

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