A search engine firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?

Question

Quizplus · Accepted Answer

In the growth stage of the product life cycle, it is important to differentiate the product from competitors and establish a strong brand image. Therefore, the best choice would be to use the majority of the promotional budget on advertising that focuses on brand differences. This will help the firm to establish a strong brand image and differentiate their product from competitors. While sales promotions and generating publicity can be effective promotional strategies, they are not as effective in establishing a strong brand image as advertising is. Encouraging tech support staff to emphasize the superiority of the software and after-sale support can also be effective, but it is unlikely to have as significant an impact on sales growth as advertising in the growth stage of the product life cycle. A balanced budget approach may not be as effective, as different promotional strategies have varying impacts on sales growth.

A Search Engine Firm Is Trying to Determine What Promotional