Which of the following is not a characteristic of products in the maturity stage of the product life cycle?
A. Laggards are a major focus of marketing efforts.
B. Price competition is intense.
C. Marketing costs increase as firms defend their market share.
D. The market may become saturated because nearly all potential customers have adopted the product.
E. To increase the customer base, firms consider entry into new markets and new market segments.
Answer: A. Laggards are a major focus of marketing efforts.