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The Product Manager’s Handbook by Linda Gorchels

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CHAPTER 10

Life-Cycle Management

TRUE OR FALSE: Life-cycle planning is a downstream product management issue.

I admit that this is a bit of a trick question. Life-cycle management is a downstream issue, but life-cycle planning can be more pervasive. That’s why I would consider this statement false. It’s not uncommon for decisions to retire a product, for example, to be linked to a decision to develop a replacement. Therefore, life-cycle planning is part of broad portfolio planning described throughout the book.

Part II focuses on upstream activities, but now the focus shifts to downstream efforts to manage life cycles, as shown in Figure 10.1. A significant portion of life-cycle management involves marketing strategy.

FIGURE 10.1 Product life-cycle ...

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