During the market introduction phase of the product life cycle, the basic promotional objective is informing. If the product is a really new idea, the promotion needs to develop and build demand. This demand is known as
A. final demand
B. primary demand
C. secondary demand
D. tertiary demand
E. selective demand
Answer: (B) Primary demand is building demand for an entire product category (i.e., coffee) rather than a specific brand (i.e., Maxwell House). (A) is incorrect because final demand does not exist. Secondary demand (C) is also incorrect for the same reason. Tertiary demand (D) is another fictitious term and is incorrect. Selective demand (E) is creating demand for a specific brand rather than an entire product category, and does not fit as an answer for this particular question.