产品生命周期(product life cycle)，简称PLC，是产品的市场寿命，即一种新产品从开始进入市场到被市场淘汰的整个过程。费农认为：产品生命是指市上的的营销生命，产品和人的生命一样，要经历形成、成长、成熟、衰退这样的周期。就产品而言，也就是要经历一个开发、引进、成长、成熟、衰退的阶段。
顾客需求日趋个性化，商品生命周期越来越短，企业必须快速地向顾客提供较竞争对更好、更有个性的产品或服务；
With the individuation of customers' demand and shorter lifecycle of products, enterprises have to supply rapidly more individual products or services than their competitors do.
处在生命周期中不同阶段的各种类型的家庭对住宅房地产商品的需求各具特点。
Families of different types at different stages have a characteristic to the demand of real estate goods of the house during life cycle.
针对流行性商品需求不确定及生命周期短暂的特性，制造商对零售商采取全部退货政策。
Aimed at characteristics of indefinite demand and the short-life cycle of the epidemic commodity, the manufacturer adopts complete returns policy to the retail.
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