In which phase of the product life cycle do sales start to fall, and profits may be less than costs?

The phase of the product life cycle where sales begin to fall and profits may dip below costs is the decline phase. During this stage, a product faces decreased consumer interest or demand, often due to market saturation, changes in consumer preferences, or the introduction of newer, more innovative alternatives. As sales decline, businesses may struggle to cover their operational and marketing expenses, leading to lower or negative profits. This stage requires businesses to consider various strategies, such as discontinuing the product, revamping it, or finding new markets to rejuvenate interest. Understanding this phase is crucial for marketers as it informs them about market dynamics and the need for potential product reinvigoration or strategic shifts.