高分悬赏准确翻译
Although this represents a limited selection of objectives, it does suggest that there must be a reason for all product-related activities. These reasons are best expressed in the form of specific objectives.
The Product Plan
Once a marketer has determined a set of product objectives, it is then possible to initiate the activities that constitute the product plan. Although there are a number of ways to look at this process, we have elected to explain this process through the product lifecycle concept (PLC). It should be noted that the value of the PLC framework as a planning tool lies at the industry and/or product category level.
The Product Lifecycle
A company has to be good at both developing new products and managing them in the face of changing tastes, technologies, and competition. Evidence suggests that every product goes through a lifecycle with predictable sales and profits, as illustrated in Figure 7.3. As such, the manager must find new products to replace those that are in the declining stage of the product lifecycle and learn how to manage products optimally as they move from one stage to the next.
The five stages of the PLC and their components can be defined as follows:
1. Product development: the period during which new product ideas are generated, operationalized, and tested prior to commercialization.
2. Introduction: the period during which a new product is introduced. Initial distribution is obtained and promotion is obtained.
3. Growth: the period during which the product is accepted by consumers and the trade. Initial distribution is expanded, promotion is increased, repeat orders from initial buyers are obtained, and word-of-mouth advertising leads to more and more new users.
4. Maturity: the pe~iod during which competition becomes serious. Towards the end of this period, competitors' products cut deeply into the company's market position.
5. Decline: the product becomes obsolete and its competitive disadvantage result in decline in sales and, eventually, deletion.
该产品计划
一旦确定营销目标设定的产品，它是那么有可能发起的活动，构成了产品计划。虽然有许多方法来看待这个进程号，我们选来解释的概念，通过产品生命周期（PLC）的这一过程。应该指出的是，作为一个规划工具的PLC架构的价值在于在行业和/或产品类别的水平。
产品生命周期
一个公司必须既善于开发新产品和管理的转变口味，技术，竞争面对。有证据表明，通过与每一个产品的销售和利润预测的生命周期，如图7.3所示，去。因此，管理者必须找到新的产品，以取代那些在产品生命周期的衰退阶段，并学习如何管理产品的最佳，因为他们从一个移动到下一个阶段。
PLC和其组件的五个阶段，可以定义如下：
1。产品开发：在此期间，新产品创意的产生，可操作性和测试，商业化之前的时期。
2。简介：在此期间，新产品引入时期。初次分配和推广，得到获得。
3。增长：在此期间，产品是由消费者和业界公认的时期。初次分配的扩大，促进增加，从最初的买家重复订单，并给出字的口碑广告导致越来越多的新用户。
4。到期日：体育〜偶极子在此期间，竞争变得严重。对这一时期结束时，竞争对手的产品削减深入到公司的市场地位。
5。下降：该产品将废弃及其在销售下降，并最终导致竞争劣势删除。
意思如上，望采纳!
