“The product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity and decline (Kerin, Hartley, 292).” Introduction occurs when the product is introduced, sales grow more slowly, and profit is minimal. The second phase is called the growth phase. The growth phase is when sales increase due to new people using or trying the product. The third phase is called maturity, it is the opposite of the growth phase because sales increase slowly at a rapid pace. The last phase is called the decline phase. The decline stage is when sales decline due to consumers or the product is no longer used