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Navigable Slide Index

1. Introduction
2. Agenda
3. Demand
4. The 'classical' demand curve
5. Price elasticity
6. Classification of goods
7. Ford's 1910 strategy
8. Ford's 1916 strategy
9. Sloane's 1924 strategy
10. Product portfolios
11. Marketing myopia
12. The product life cycle curve
13. Criticisms of the PLC
14. The growth-vector matrix (1)
15. The growth-vector matrix (2)
16. Developing a portfolio
17. Market penetration
18. Market development
19. Product development
20. Diversification
21. The BCG growth-share matrix
22. The basic 'Box'
23. The "Boston Box"
24. The "Box" as an analytical device
25. Criticisms of the "Boston Box"
26. The diffusion curve
27. The adoption curve
28. Product life-cycle management
29. New product development: tactics
30. Market development: managing mature markets
31. Dealing with customer expectations change
32. Market development: late maturity
33. Offensive strategies
34. Extending the mature phase
35. Defensive strategy
36. Withdrawing from declining markets
37. Summary
38. References

Topics Covered

• Competition
• Demand and supply
• Product management and the PLC
• The growth vector matrix
• The concept of product portfolios
• The BCG growth vector matrix
• Assessing the contribution of individual products
• Criticisms of portfolio analysis
• Managing the product through its lifecycle

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales
• Strategy

Bite-size Case Studies:

• Ford: how the model T revolutionised an industry

Talk Citation

Publication History

• Published on January 1, 2012