ABSTRACT
In marketing, a successful breakthrough means the concentration of operational effort on maximizing that success. When a new product is developed successfully and creates a major impact on the market it can easily unbalance a whole business. The big and successful new product breakthrough changes all this, and everything is disrupted. There is immediate pressure to get new and bigger machines to make the increased production that the sales force are now demanding. A standard product can sell normally for year after year. The future for it may look secure, but all products ultimately decline and fall and some new variety come along to take its place in the end. Marketing plans for products are geared to the point on the market life cycle on which the product is positioned at the time. At the time of the initial development of the market, there is great emphasis on expansion and on push.
