阅读理解 We can see how the product life cycle works by looking at the introduction of instant coffe

We can see how the product life cycle works by looking at the introduction of instant coffee.When

it was introduced,most people did not like it as well as "regular" coffee and it took several years to gain

general acceptance (introduction stage). At one point,though,instant coffee grew rapidly in popularity

and many brands were introduced (stage of rapid growth)．. After a while people became attached to

one brand,sales leveled off (stage of maturity). Sales went into a slight decline (衰退) when freeze

dried coffees were introduced (stage of decline).

The importance of the product life cycle to marketers is this:Different stages in the product life cycle

call for different strategies.The goal is to extend product life so that sales and profits do not decline.One

strategy is called market modification.It means that marketing managers look for new users and market

sections.Did you know,for example,that the backpacks that so many students carry today were originally

designed for the military？

Market modification also means searching for increased usage among present customers or going for

a different market,such as senior citizens.A marketer may re－position the product to appeal to new

market sections.

Another product extension strategy is called product modification.It involves changing product quality,

features,or style to attract new users or more usage from present users.American auto manufacturers are

using quality improvement as one way to recapture (夺回) world markets.Note,also,how auto

manufacturers once changed styles dramatically from year to year to keep demand from falling.