ABSTRACT
No market remains the same forever and marketing managers are always looking for new and better ways of doing things to generate satisfaction for their customers and increase return to their shareholders. Competitors lurk in every market, trying to think of more attractive products and services. Product strategy involves developing a rational relationship between and among product offerings. The product lifecycle dictates that a firm engages in a dedicated product development process. The product lifecycle posits that there are four major stages through which most industries advance. The first is Introduction, marked by start-up sales growth. In the Growth stage the product begins to be accepted and sales climb, with a consequent improvement in the relationship between revenue and expenditure. The longest period is the Maturity stage, in which sales begin to level off since penetration in the market is high. For business to business firms, the development of a global brand is not always appropriate.
