Which of the following is NOT a characteristic typical of the maturity stage in the growth/share matrix?

Which of the following is NOT a characteristic typical of the maturity stage in the growth/share matrix?

• A. High market share
• B. Stagnant market growth
• C. Rapidly declining sales
• D. Strong brand loyalty

Answer: (C)

In the maturity stage of the growth/share matrix, the characteristics typically include high market share, stagnant market growth, and strong brand loyalty. During this phase, products or companies usually experience stable, or at times, slightly declining sales rather than a rapid decline. A key feature is that the market has become saturated, leading to slowed growth rates. Choosing "rapidly declining sales" is accurate because while sales may decline, this decline is generally gradual and associated with market saturation rather than a sudden drop. Maturity indicates that the product has already established itself in the market, leading to consistent sales, even if growth rates are not robust. Hence, this characteristic does not fit within the typical patterns observed during the maturity stage.

In the maturity stage of the growth/share matrix, the characteristics typically include high market share, stagnant market growth, and strong brand loyalty. During this phase, products or companies usually experience stable, or at times, slightly declining sales rather than a rapid decline. A key feature is that the market has become saturated, leading to slowed growth rates.

Choosing "rapidly declining sales" is accurate because while sales may decline, this decline is generally gradual and associated with market saturation rather than a sudden drop. Maturity indicates that the product has already established itself in the market, leading to consistent sales, even if growth rates are not robust. Hence, this characteristic does not fit within the typical patterns observed during the maturity stage.