Which stage in the product life cycle follows growth?

• A. Launch
• B. Growth
• C. Decline
• D. Maturity

Answer: (D)

Product life cycle stages move from launch to growth to maturity to decline. After growth, the market begins to saturate and the rate of sales increase slows, signaling the maturity stage. At this point, sales level off and profits may stabilize or come under pressure as competition intensifies and firms defend market share with marketing and product tweaks. This is why the stage following growth is maturity. Launch happens earlier when awareness is being built, and decline occurs after maturity when demand falls.