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Ansoff’s MatrixCurrent ProductsNew ProductsCurrent MarketsMarket penetrationstrategyProduct developmentstrategyNew MarketsMarket developmentstrategyDiversification strategy
Slide 15.33Strategies to sustain rapidmarket growthImprove product quality and add new product featuresand improved styling.Add new models, accessory items and personalisingoptions.Enter new market segments.Increases its distribution coverage and enters newdistribution channels.Shifts from product-awareness advertising toproduct-preference advertising.Lowers prices to attract the next layer of pricesensitivebuyers.Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1 st Edition © Pearson Education Limited 2009
Page 1 and 2: Applied Mareking
Page 3 and 4: Segmenting consumer markets1.Geogra
Page 5 and 6: Behavioural segmentation:behavioura
Page 8 and 9: Relationship Ladder
Page 10 and 11: Purchase decision Process
Page 12: MERLOT Journal of Online Learning a
Page 15 and 16: Defining associationsPoints-of-diff
Page 17: Understanding competitivestructure
Page 22 and 23: Slide 15.22Service differentiation
Page 24 and 25: Slide 15.24Long-range product lifec
Page 27 and 28: Slide 15.27Kotler, Keller, Brady, G
Page 29 and 30: Slide 15.29PLC Style, Fashion, FadK
Page 31: What about these? CRT TV LCD TV LED

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