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Questions¡¡26¡¡to¡¡30¡¡are¡¡based¡¡on¡¡the¡¡following¡¡passage.¡¡
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¡¡and¡¡sales¡¡leveled¡¡off¡¡(stage¡¡of¡¡maturity).¡¡Sales¡¡went¡¡into¡¡a¡¡slight¡¡decline¡¡£¨Ë¥ÍË£©when¡¡freeze-dried¡¡coffees¡¡were¡¡introduced¡¡(stage¡¡of¡¡decline).¡¡
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1. Instant coffee grew rapidly in popularity.
±ÈÈç˵The mobile phone has grown rapidly in popularity.
2. Sales leveled off.
»òÕßÒ²¿ÉÒÔÕâÑù˵:Sales remaind constant / steady / stable / much the same
3. Sales went into a slight decline.
»òÕßÒ²¿ÉÒÔÕâÑù˵: Sales declined slightly / deramtically / substantially
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¡¡world¡¡markets.¡¡Note,¡¡also,¡¡how¡¡auto¡¡manufacturers¡¡once¡¡changed¡¡styles¡¡dramatically¡¡from¡¡year¡¡to¡¡year¡¡to¡¡keep¡¡demand¡¡from¡¡falling.¡¡
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It means that...
It involves ...
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One ¡¡strategy¡¡is¡¡called¡¡market¡¡modification.
Another ¡¡product¡¡extension¡¡strategy¡¡is¡¡called¡¡product¡¡modification.
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±ÈÈçlife cycle, general acceptance, extend one's life, µÈµÈ£¬
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