All of the following are characteristics of products in the maturity stage of the product life cycle except
A) laggards are a major focus of marketing efforts.
B) price competition is intense.
C) marketing costs increase as firms defend their market share.
D) the market may become saturated because nearly all potential customers have adopted the product.
E) to increase the customer base, firms consider entry into new markets and new market segments.

Question

Quizplus · Accepted Answer

Laggards are not a major focus of marketing efforts in the maturity stage of the product life cycle. Laggards are typically the last to adopt a product and are not a significant market segment in the maturity stage. The focus of marketing efforts in the maturity stage is typically on retaining existing customers and increasing market share through product differentiation and targeting new market segments.

All of the Following Are Characteristics of Products in the Maturity