CEVAP:

There have been some criticisms of the concept and its application. The key criticisms of the PLC concept are;

Misleading strategy prescriptions: The product life cycle is a dependent variable that is determined by the marketing mix; it is not an independent variable to which firms should adapt their marketing programmes.

Fads: Not all products follow the classic product life cycle curve. Fads are fashions that are adopted very quickly by the public, peak early and decline very fast.

Unpredictability: The duration of the product life cycle stages is unpredictable. Critics charge that markets can seldom tell what stage the product is in.