Profits reach a turning point during the decline stage of the product life cycle.

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Question restatement: The statement to evaluate is 'Profits reach a turning point during the decline stage of the product life cycle.'
Option 1: True. This would claim that profits hit a notable turning point while the product is in decline. In typical product life cycle models, profits generally peak earlier, around the late growth or early maturity phase when sales are strong and costs are spread over a larger volume. During the decline stage, sales fall, costs can remain, and profits usually shrink or turn negative. Therefore, saying profits reach a turning point specifically in the decline stage misplaces where profitability changes most dramatically. A turning point in profit is more commonly associated with the transition from growth to maturity rather than during decline, making this option misleading.
Option 2: False. This aligns with the standard interpretation of the PLC: profits peak during the growth or early maturity stages and then begin to decline as the product enters the maturity-to-decline transition and, further, the decline stage. In the decline phase, sales drop sharply, market saturation increases, and competitive pressures may erode margins, leading to diminishing or negative profits. Hence, stating that profits reach a turning point during the decline stage contradicts the typical profit trajectory described in PLC theory.
Additional nuance: Some real-world scenarios might exhibit temporary fluctuations where profits momentarily level off or improve within the decline stage due to price reductions, cost-cutting, or niche demand, which could resemble a local turning point. However, the conventional or more widely taught interpretation is that the major profit peak occurs before decline, so the general claim remains incorrect.

MKTG1021.07|.08|.09 Fall 2025 Marketing Principles [Wang] MKTG1021-Final Exam- Requires Respondus LockDown Browser

Profits reach a turning point during the decline stage of the product life cycle.

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