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When there is a shorter product life cycle, all stages of the planning process need to be completed as quickly as possible. Regardless of this, managers need to spend enough time researching the market, and deciding if any adaptations need to take place, before the product is introduced. Identifying segmentation variables and getting the message out as quickly and effectively as possible is very important. All of this may cost slightly more initially due to the lack of time, but the product will produce higher amounts of revenue if the investment is made.

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Q: Discuss the effect of shorter product life cycles on a companys planning process?
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