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 when freeze-dried coffees were introduced (stage of decline).
我们可以通过查看速溶咖啡的介绍来了解产品生命周期是如何运作的。它被引入时，大多数人并不像“普通”咖啡那样喜欢它，花了几年时间才获得普遍接受（引入阶段）。不过，有一段时间，速溶咖啡的受欢迎程度迅速上升，并推出了许多品牌（快速增长阶段）。过了一段时间，人们对某个品牌产生了依恋，销售额趋于平稳（成熟阶段）。引入冷冻干燥咖啡时销售额有所衰退（衰退阶段）。
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?
产品生命周期对营销人员的重要性在于：产品生命周期的不同阶段需要不同的策略。目标是延长产品寿命，使销售额和利润不会下降。一种策略被称为市场调整。这意味着营销经理要寻找新的用户和市场份额。例如，你知道吗？今天这么多学生背的背包最初是为军队设计的。
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.
市场改造还意味着在现有客户中寻求更多使用量，或者去另一个市场，比如老年人。营销人员可以重新定位产品，以吸引新的市场份额。
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.
另一种产品扩展策略称为产品变更。涉及改变产品质量、功能或风格，以吸引新用户或现有用户的更多使用。美国汽车制造商正利用提高质量来夺回世界市场。此外，请注意，汽车制造商曾经每年都在大幅度地改变风格，以防止需求下降。
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