Promotion objectives change over a product's life cycle as changes occur in consumers' relationships with the product and the competitive environment.

Question

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Promotion objectives need to be updated and modified as a product moves through the different stages of its life cycle. During the introduction stage, promotion may focus on creating product awareness and education, while during the growth stage, promotion may shift to building brand loyalty and differentiating the product from competitors. As the product moves into maturity and decline, promotion may focus on maintaining market share and defending against competition.

Promotion Objectives Change Over a Product's Life Cycle as Changes