28.   Marketing managers should recognize that:

a)    product life cycles appear to be getting longer.
The opposite is true: they are getting shorter, due to technological advances and globalization.

b)    every segment within a market has the same product life cycle.
This statement is totally out of order, since the product life cycle refers to a product and not consumers (i.e. segment)

c)    the product life cycle describes the sales and profits of individual products, not industry sales and profits.
In fact, it does describe industry sales and not individual sales, so this statement is false also.

d)    firms that enter mature markets have to compete with established firms for declining industry profits.
If you have the diagram in your head about where sales and profit go from one stage to another, you will remember that at the market maturity stage, profits start to decline, this is the correct answer.

e)    None of the above is a true statement.
Obviously not true.

Press the "Back" button to go back to the questions.