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<span style="font-family: Arial;">The purpose of the study as demarcated in this  article was to test the use of the product life cycle concept (PLC) theory among  marketing decision-makers and product decision-makers dealing with mortgage  products and markets in the leading South African Banks. The main focus was to  test the application and likelihood to use the PLC assumptions provided by  Kotler (2003:340) on marketing characteristics, described marketing objectives  and the proposed marketing strategies in the four PLC phases. A major  finding was that the majority of these decision-makers in banks indicated a high  likelihood of continuing to use the product life cycle concept. Another  important conclusion of this study was that further empirical research is needed  to develop product life cycle concept assumptions to be inclusive of the  intangible nature linked to the marketing of services.</span

The utilisation of the product life cycle concept in South African banks dealing with mortgage products and markets