Product Life Cycle

The product life cycle (PLC) pertains to a life cycle of a product from its introduction to the market to its decline. PLC's do not refer to one brand, but instead refer to a product category or class. According to Lamb and Hair (333), the following stages represent the typical product life cycle:

American Online (AOL) has products that represent each of the four main stages of the product life cycle. AOL offers Internet access, but the company also has an extended product line with products in each stage of the PLC. AOL's product in the introductory stage is its AOL-DSL service. This service provides high-speed modem Internet access. It offers the advantages of faster download speeds, no "bump-offs", and it does not require a second phone line to receive calls and be online. Marketing strategies appropriate for this service include developing product awa

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