Which of the following statements is true of the maturity stage of the product life cycle (PLC)?
A)The beginning of this stage is signaled by increased sales.
B)Niche marketers that target the underserved segments of a market emerge.
C)It is the shortest stage of the PLc.
D)Product design changes tend to become functional rather than stylistic.

Question

Quizplus · Accepted Answer

During the maturity stage of the PLC, sales growth begins to slow down as the product reaches its peak level of acceptance in the market. In response, niche marketers often emerge to target underserved segments of the market. The maturity stage is one of the longest stages in the PLC, and product design changes tend to become functional rather than stylistic as firms focus on maintaining profitability and market share. Therefore, option B is the correct choice. Option A is incorrect because increased sales typically occur during the growth stage of the PLC, not the maturity stage. Option C is also incorrect because the maturity stage is typically longer than both the introduction and growth stages. Option D is partially true, but not specific to the maturity stage as functional design changes can occur throughout the PLC.

Which of the Following Statements Is True of the Maturity