MARK 201 Chapter Notes - Chapter 2: Marketing Strategy, Page 44, Customer Relationship Management
Document Summary
Marketing management i (comm 223) - winter 2013. Sbus are classified as stars, cash cows, question marks, or dogs (see page 44: stars: high-growth, high-share businesses. We often need heavy investments to finance the rapid growth. Eventually their growth will slow down, and turn into cash cows: cash cows: low-growth, high-share businesses. These established sbus need less investment to hold their market share. They produce a lot of cash that the company uses to pay its bills and to support other sbus that need investment: question marks: low-share in high-growth markets. They require a lot of cash to hold their share, let alone increase it. Management must decide which question marks to change into stars, and which to phase out: dogs: low-growth, low-share businesses. 1: measures its performance in the marketplace. 3. performance: management takes corrective action to close the gaps between goals and performance.
