Selective demand for a company's own brand would most likely occur in which stage of the product life cycle?
A. Market introduction
B. Market growth
C. Market maturity
D. Sales decline
E. Competition decline
Answer: (B) In this stage, promotion emphasis shifts from trying to create primary demand to that of selective demand. The main objective is to convince consumers that the company's brand is the best choice for purchase. Market introduction (A) would have a promotion emphasis on building primary demand, not selective, and is incorrect. Market maturity (C) utilizes reminder advertising and promotion about the company's brand, and is not the most correct choice. Sales decline (D) utilizes targeted promotions for specific segments, or targets of the brand, and so is incorrect. Competition decline (E) refers to the fact that the competition is leaving the market, so it is incorrect. Competition decline is not one of the phases of the product life cycle.