The correct answer is D. Using awareness and trial communications.
In the growth stage of the product life cycle, the product is well-established and has a large market share. The focus of marketing in this stage is to maintain market share and increase sales. This can be done by improving quality and adding new features, adding new models of product, and entering new market segments.
Awareness and trial communications are used in the introduction stage of the product life cycle. The goal of these communications is to create awareness of the product and encourage consumers to try it. In the growth stage, consumers are already aware of the product and have tried it. Therefore, there is no need for awareness and trial communications.
Here is a brief explanation of each option:
- A. Improving quality and adding new features: This is a common marketing strategy used in the growth stage. By improving quality and adding new features, companies can make their products more appealing to consumers and increase sales.
- B. Adding new models of product: This is another common marketing strategy used in the growth stage. By adding new models of product, companies can offer consumers more choices and increase sales.
- C. Entering new market segments: This is a less common marketing strategy used in the growth stage. By entering new market segments, companies can reach new customers and increase sales.
- D. Using awareness and trial communications: This is a marketing strategy used in the introduction stage of the product life cycle. The goal of these communications is to create awareness of the product and encourage consumers to try it. In the growth stage, consumers are already aware of the product and have tried it. Therefore, there is no need for awareness and trial communications.