Why do we begin our discussion with product rather than with promotion, distribution, or pricing? The answer is quite obvious. None of those other functions serve any useful purpose without a company product that provides consumer satisfaction. Without a product, there is nothing to promote, nothing to distribute, nothing to price, This does not suggest that product is more important, rather, it is the impetus for the other marketing functions. Logically, we should start at the beginning, and the beginning of a market place is a set of correct decisions about the product offerings of the firm.



Product life cycle

  1. Read this chapter, which begins by discussing the functional areas of marketing.
    This chapter discusses the product first, which is the impetus for the other marketing functions. Pay attention to the concepts of growth, maturity, and decline.
  2. Post a WEnote about which phase of the product life cycle you think presents the greatest challenges and why. Be sure to specify a product example – which will provide context to your comments. Also read the comments of others on the course feed page.

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