Essay - Sales Promotion and Product Life Cycle Executive Summary the Aim...

Sales Promotion and Product Life Cycle

Executive Summary

The aim of this paper will be to analyze the variation of ***** promotion techniques, as a component ***** the marketing mix, across the product life cycle. The *****sis of the paper is that the promotion instruments and messages for the cus*****mers vary significantly across the product ***** cycle, ***** the company is trying to adapt it more to the reaction ***** ***** market in the different stages of the product's life. In order to exemplify, we will use the iPhone, as one of ***** introduced technologies ***** has not yet gone through all the stages ***** the product's life.

While examine ***** current ***** techniques, identifiable for the stages that have already been completed, we ***** also look into the future and anticipate how the promotion instruments will vary in ***** next stages. At the same time, this practical aspect of the research will be doubled by a theoretical background that will look at the general characteristics ***** promotion through ***** literature available on this subject and from a general perspective.

Introduction

***** announced the new concept of iPhone in January 2007 and the entire novelty of the ***** proposed the new technology as a great success. There were several things ***** great novelty, but perhaps ***** *****st thing about the new product was ***** it seemed to put together everything that other phones had separately. The *****ion of touch screens ***** existed in other electronic tools as well ***** it was *****fully incorporated ***** the iPhone, along with everything ranging from quick access on the Internet to larger storage capacities.

The best advantage ***** the new product was, however, the fact that it provided a large and varied flexibility ***** ***** user through the incorporati***** in the same tool of different devices. With the *****, you had ***** GPS, the camera, the musical facilities, ***** text functions and action to Internet all at *****r f*****gertips and all incorporated in a small and handy device. This is probably why it was named the invention of the year 2007 by Time Magazine.

Apple had always ***** at the very top of the creative processes on ***** market, ever since they began as a com*****er company in the late 1970s. Some of its computers and operating systems ***** remained fundamental milestones in the evolution of ***** computer. Today, through products such as the iPhone and the Mac Book, the products that Apple releases on the market have ***** synonym to style ***** to class and, additionally, ***** an extra something over existing products on the market.

***** reasons ***** ***** iPhone ***** Apple were chosen as the object ***** study for ***** project are c*****ed in ***** previous paragraphs, ***** it ***** also an incentive to have a product that is not yet at the end of its life cycle and ***** which th***** study can ***** ***** its future development on ***** market, given the existing signals about how it is pos*****ioning