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 cut 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, the market is highly competitive, and maintaining market share requires strong advertising efforts to promote the product and differentiate it from competitors. Therefore, moderate to large advertising expenditures are necessary to maintain market share. A cut in promotion expenditures or price increases may lead customers to switch to competitors, and moderate production expenditures or price decreases may not be effective in maintaining market share.

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