market segment

Slide 15.23Lessons from product life cycles Products (market offerings) have a limited life. Sales pass through distinct stages, each posingdifferent challenges, opportunities and problemsto the seller. Profits rise and fall at different stages of theproduct life cycle. Products require different marketing, financial,manufacturing, purchasing and human resourcestrategies at each stage.Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009