All products have a finite life in the market place. Successful marketers of seed products recognize the various stages of the product life cycle and plan changes in marketing operations to either prolong the life of a product or introduce new and superior replacement products. The stages of the life cycle of a forage tall fescue seed product include: (i) breeding and testing (see Chapter 19 and Chapter 20); (ii) cultivar release, demonstration, promotion, and extension; (iii) growth in seed sales; (iv) maturity at peak of seed sales; (v) decline in seed sales as improved cultivars are substituted; and (vi) withdrawal from the market when seed sales are at low volumes.


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