All of the following are characteristics of products in the maturity stage of the product life cycle except
A. marketing costs increase as firms defend their market share.
B. laggards are a major focus of marketing efforts.
C. the market may become saturated because nearly all potential customers have adopted the product.
D. to increase the customer base, firms consider entry into new markets and new market segments.
E. price competition is intense.
Answer: B
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