One of Cole's responsibilities as a marketing manager for a motorcycle parts manufacturer is to maintain market share. Cole believes that the company's products are most likely in the maturity stage of the product life cycle. In order to maintain market share, Cole should suggest that the company requires
A) moderate to large advertising expenditures.
B) moderate to large cuts in promotion expenditures.
C) moderate production expenditures.
D) moderate price increases.
E) moderate price decreases.

Question

Quizplus · Accepted Answer

In the maturity stage of the product life cycle, competition is high and sales growth is slowing down. Therefore, maintaining market share requires increased advertising expenditures to differentiate the company's products from competitors and to encourage brand loyalty. This will help the company to maintain its position in the market.

One of Cole's Responsibilities as a Marketing Manager for a Motorcycle