Cash Cows - generate large amounts of cash, dominant share of a low-growth market. E.G.
Stars - high share of a high-growth market, may need extra cash to finance rapid future
growth. When growth slows - become cash cows.
Question Marks - low share of high-growth market, require large injections of cash to
maintain market share.
Dogs - low share of low-growth markets, do not hold promise of real winners to the firm.
Invest to Build - EG. Microsoft has done with XBox
Invest to Hold - keep it how it is
Harvest - milk short-term cash flow even though it may lose its market share
Divest - sell to make money or phase out
Market Product Analysis
Market Penetration - increase sales of existing product to existing markets
Product Development - selling a new product to existing markets
Market Development - selling existing products to a new market
Diversification - new products to new markets
Intangibility - cannot be held
Inconsistency - Developing, pricing, promoting and delivering services is challenging
Inseparability - in most cases the consumer cannot separate the deliverer from the service
Inventory - inventory of services is different from that of goods.
The Marketing Concept - the idea that an organisation should strive to satisfy the needs of
consumers while also trying to achieve organisational goals.
Marketing Program - a plan that integrates the marketing mix to prove a good, service or idea.
Market - people with both the desire and ability to buy a product
Relationship Marketing - linking the organisation to its individual customers, employees, supplies
and other part