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Product and Service Classification System The Product Life Cycle Introduction to product matrices Boston Matrix (Growth/Share) Ansoffs Matrix (Product Market)
Industrial goods Installations - speciality goods of industrial markets - plant and machinery Accessories - maintenance and office equipment Raw materials components Business to business e.g. consultants, accountants
Development
Growth
Maturity
Decline
Few:
trial of early adopters
May be many
High
1. Stars
Market Growth Low 2. Cash Cows
4. Dogs
High
Low
High
FUSE
Market Growth Low KIT KAT MARS BAR
TOPIC BOUNTY
High
Low
Market Penetration
Market Development
New Products
Product Development
Diversification
E.g. Realignments of the marketing mix New Products Same outlets and sales strategy - new product
Products Decisions
Product and Service Classification System? The Product Life Cycle stages? Growth/Share? Product Market?