There is born every day multitude of products and services. Nevertheless, few ones find the secret of the life. To know the phase of the cycle in which our product or service is will allow us to design the most effective strategy to lengthen his life on a more and more changeable and rapid market. At first I have to say that it is an error to allow to die a product in the linear one, although according to Nielsen more than 300 are the new products that join a week. It is necessary to try to introduce and to lengthen therefore the life of the products.

We know that the importance of the product in the company has taken this one to try to systematize the behavior of the sales of the products across his permanence on the market. Some remain a lot of time and others have an ephemeral duration. Moreover: during all the permanence time, do not the sales suffer fluctuations? Are always the problems of prices, strategies of publicity, pressure of the demand and of the competitors the same ones?, and also: is it similar for all the products? The observation of the situations and phases for which they cross the products on the market has allowed to deduce that this one covers a way that is alike that of the living beings, as it happens to the proper company when it is renewed and innovates.

There is not doubt that to the true being this concept, the knowledge where from we are and what are the characteristics of the stage that is going to come will allow us to extract important advantages, if we prepare ourselves on time. The life cycle of the product is a concept accepted today by almost all, but not always it is used and less still appropriately. Let's think that, like any theory of experimental base, he can have exceptions, or, not adapt himself better very well to certain products. It is deduced, therefore, that the practical application of the life cycle of the product, from the theoretical considerations that are deduced, will need a few particular studies adapted to the type of market - product of which it is a question.

The discovery of the model of life cycle of the product owes to itself Theodore Levitt, who used the concept for the first time in an article about 1965 published in Harvard Bussines Review. According to Levitt the products, just as the living beings, are born, grow, develop and die, but the world of the company does that these concepts could remain slightly obsolete since at present the life cycle has a new vital stage for the satisfactory development of the product, we are speaking about that of turbulencies. Therefore, in the XXIst century we must speak about five stages:

• Throwing or introduction.
• Turbulencies.
• Growth.
• Ripeness.
• Slope.

GRAPH 1. LIFE CYCLE OF A PRODUCT