Which term describes extending a product's life through additional activities?

• A. Marketing strategy
• B. Product portfolio
• C. Extension strategies
• D. Boston Matrix

Answer: (C)

Extending a product’s life through additional activities is known as extension strategies. When sales start to slow after a product hits maturity, firms use these strategies to refresh interest and attract new buyers or re-engage existing customers. This can involve tweaking the product itself (new features, improved quality, design changes), changing packaging or labeling to stand out, introducing new variants to appeal to different tastes, expanding distribution, or running price promotions and refreshed advertising to rekindle demand. The goal is to push the product into a new or renewed growth phase rather than letting it fade away.

Other terms don’t fit as neatly. Marketing strategy is a broader plan for achieving marketing goals and isn’t specifically about prolonging a single product’s life. A product portfolio refers to the collection of products a company offers, not the actions used to extend any one product’s life. The Boston Matrix is a portfolio analysis tool used to classify products by market growth and market share, not to describe how to extend a product’s life.