The table has the columns Introduction, Growth, Maturity, and Decline.
The first part of the table focuses on Characteristics, as given below for each phase of the product life-cycle.
Sales
Introduction: Low sales
Growth: Rapidly rising sales
Maturity: Peak sales
Decline: Declining sales
Costs
Introduction: High cost per customer
Growth: Average cost per customer
Maturity: Low cost per customer
Decline: Low cost per customer
Profits
Introduction: Negative
Growth: Rising profits
Maturity: High profits
Decline: Declining profits
Customers
Introduction: Innovators
Growth: Early adopters
Maturity: Mainstream adopters
Decline: Lagging adopters
Competitors
Introduction: Few
Growth: Growing number
Maturity: Stable number beginning to decline
Decline: Declining number
The second ...
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