What is the purpose of promotion during the maturity stage?

• A. To inform new customers about the product.
• B. To remind customers of the product's benefits.
• C. To reduce the product's price to clear inventory.
• D. To discontinue the product.

Answer: (B)

In the maturity stage, promotion centers on reminding existing customers of the product’s benefits to keep demand steady and defend market share. By this point, most people know the product, so the goal is to reinforce its value, encourage repeat purchases, and maintain brand saliency even as competition intensifies. Tactics like reminder advertising and loyalty-oriented messaging emphasize why the product remains the best choice and how it fits customers’ needs, rather than trying to recruit new buyers. While price cuts may occur, they’re not the primary purpose of promotion at this stage; the emphasis is on reinforcing benefits and staying top of mind. Informing new customers, clearing out inventory, or discontinuing the product align more with earlier or later stages.