In the introduction stage, what should the marketing strategy focus on?

• A. Growth - The strategy should focus on expanding distribution
• B. Introduction - The strategy should focus on getting the product into the market and gaining recognition. Initially, distribution may be limited to a few carefully-selected channels
• C. Maturity - Highlight the product's differences vs competitors
• D. Decline - Extend the life cycle by reducing costs

Answer: (B)

In the introduction stage, the aim is to launch the product and establish it in the market. The strategy should focus on getting the product into the market and gaining recognition, with distribution initially limited to a few carefully selected channels. By concentrating on awareness and trial, you build the initial customer base and set the foundation for future growth. This is why selective distribution and strong introductory promotion are key at this point, rather than broad expansion or intense differentiation, which come later. As the product matures, the emphasis shifts to widening distribution and market reach; in the maturity phase, you highlight how the product stands out from competitors; and in the decline phase, the focus moves to extending life through cost management and efficiency.