What should a firm mainly focus on when its product is at the maturity stage?

Question

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Question: What should a firm mainly focus on when its product is at the maturity stage?
Options:
1) Use new distribution channels
2) Informative advertisement
3) Increase R&D to support sales
4) Maintain the marketing mix

Examination of each option:
Option 1: Use new distribution channels. At the maturity stage, the market is typically saturated and channels are already established. While exploring new channels can be beneficial for extending reach, it is usually not the primary focus because the product has to defend its existing position rather than pioneer new pathways. Misconception to avoid: assuming growth by new channels is the main thrust when growth has plateaued.
Option 2: Informative advertisement. Information-focused promotion can help remind customers about features or benefits, but during maturity the emphasis often shifts toward differentiating from competitors and defending market share rather than simply informing. Potential pitfall: relying solely on informative ads may neglect competitive pricing, promotions, or product tweaks that are more critical for defending position.
Option 3: Increase R&D to support sales. Piling on R&D during maturity is generally less strategic, since major product innovations are more characteristic of earlier stages (introduction/early growth) to spur demand. In maturity, the returns on heavy R&D investment tend to diminish as market growth slows. Common misconception: assuming continued product innovation is the main lever for growth at this stage.
Option 4: Maintain the marketing mix. This choice aligns with the typical maturity-stage strategy, where the firm focuses on preserving the existing product offering and carefully managing the 4 Ps (product, price, place, promotion) to defend market share against competitors. It may also involve incremental adjustments rather than major overhauls, reinforcing stability and efficiency.

Summary: Among the options, maintaining the marketing mix best fits the maturity stage logic, since the emphasis is on defending and optimizing the current offering rather than pursuing new channels, heavy promotion of information, or aggressive R&D investment. The remaining choices describe actions that are less suited to a market that has reached saturation and show why they are not the primary focus at this stage.

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

What should a firm mainly focus on when its product is at the maturity stage?

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