Chapter Questions
Discuss the usefulness of the concept of the product life cycle as a planning tool. What are its major weaknesses?
Explain why firms need to have a balanced product/service portfolio with elements at different stages in the product life cycle to ensure long-term survival and growth.
What are the limitations of portfolio matrices such as these described in the chapter? How useful are they to marketers?
How would the various kinds of self-appraisal that a firm could undertake be used in the course of formulating strategies? Examine each aspect of self-appraisal in detail.
How might you apply 'value chain analysis' in each of the following types of organization?a A universityb A hospital