There is a growing acceptance in the use of models in mainstream marketing planning. Although there are obvious limitations to all models used in a practical way, they form a good basis for planning. One of the most used being the Product life cycle (PLC) model. a. Briefly describe the concept behind the PLC model. 10 Marks. b. Identify a situation in real business environment where this concept/model can be used. 5 Marks c. What would be the advantages and limitations of this model?