PRODUCT LIFE CYCLE

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Some products and services may be very popular and sell well for a while. Eventually, however, they will lose their popularity and sales will start to fall.

Think of Robbie Williams, when he first launched himself as a sole artist his first two releases did not do so well, then he releases a number of hits now his popularity and record sales are not as high.

The Product Life Cycle can best be shown as a graph.

PLC

PLC$2$

When at decline all is not lost. Products can be rejuvenated and relaunched.

Think of Madonna!

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Produced by Angela Forsey, Dewsbury College

Question $1$:

The use of television advertising is an example of what part of the marketing mix?

Question $2$:

A restaurant is offering $$two meals for the price of one$,5\mathrm{.}00-7\mathrm{.}00$ pm$,$ Monday to Friday. What type of marketing activity is this?

Question $3$:

A city hotel uses its customer database to send out a leaflet promoting weekend breaks. What type of promotional technique is this?

Question $4$:

A sports centre offers reduced prices for daytime use of its facilities. Which target mark are they aiming to attract with this promotion

Question $5$:

What is the term commonly used for direct mail?

Question $6$:

List four products and services you would find in a cinema?

$1.$

$2.$

$3.$

$4.$

Question $7$:

What is off$-$peak pricing? Give an example from the leisure and tourism industry.

Question $8$:

What is meant by the life cycle of a product? Give one example showing the full span of the product life cycle.

I $=$ Interest

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What does $$INTEREST$$ mean?. Use the following words to complete the above sentence. The first letter of each word has been in included.

content to humorous shown reading

keep slogans in listening fun

ways in and element which

to looking encourage snappy customers

short potential sharp

Promotional Techniques and Materials

Promotional techniques are the activities that organizations use to promote themselves.

Promotional materials are the actual things that organizations produce to promote themselves.

Sort the following statements into a list of techniques and a list of materials.

Advertising Brochures Point of Sale Items Displays

Direct Marketing Public Relations Advertisements

Leaflets Personal Selling Posters Videos

Press Releases Sponsorship Internet Sites

Demonstrations Sales Promotion Discount Vouchers

Merchandising Materials

Techniques

Materials

The following are descriptions of either promotional techniques or promotional materials. Match them up to the correct one.

Description

Technique Yes$/$No

Material Yes$/$No

Information sent to customers homes

Space paid for in newspapers and other media

Free stories that appear in the media

Representatives provide information to customers

Show organizations off at trade fairs

Famous brands$/$personalities used to get the organisation$$s image Known

Offer discounts to encourage customers to buy