Marketing CH.1-4

Question 1

Growth/Share Matrix

Answer 1

Stars: Fast growing market leader ( Build and Invest)

Cash Cows: An SBU that generates more
cash than it needs to maintain its market share ( Hold)

Problem Child: Shows rapid growth but poor profit margins (Harvest)

Dogs: Low growth and small market share(Digest)

Question 2

Promotional Mix

Answer 2

• Advertising
  -Public Relations
  -Personal Selling
• sales promotion
  -social media

Question 3

Ansoff’s Opportunity Matrix

Answer 3

Market Penetration- increase market share for existing customers

Market development- attract new customers to existing products

Product development- the creation of new products for existing market

Diversification- introducing new products in new markets