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Ch. 2 Marketing Strategy (Today's organizations: (For- Profit Goals…

- - - - Questions Marks: are SBUs with a LOW share of high-growth markets.
      - Stars: Are SBUs with a high share of high-growth markets that may need extra cash to finance their own rapid future growth. When growth slows, they are likely to become cash cows.
      - Cash Cows: are SBUs that generate large amounts of cash, far more than they can use. They have dominant shares of slow-growth markets and provide cash to cover the organizations overhead and invest in other SBUs.
      - Dogs: are SBUs with low shares of slow-growth markets. Dropped if they are consuming more cash then generating.
    - - Market Penetration: is a marketing strategy to increase sales of curent products in current markets.
      - Product Development: is a marketing strategy of selling new products to current markets
      - Market Development: Is a marketing strategy to sell current products to new markets
      - Diversification: is a marketing strategy of developing new products and selling them in new markets