Business - Chapter 9: Marketing Objectives & Strategy

Boston Matrix

a 2×2 matrix model that analyses a product portfolio according to the growth rate of the market and the relative market share of products within the market

Extension Strategies

methods used to prolong the life of a product

Marketing Mix

the mix of marketing elements which are the 4ps, price, promotion, place, product

Marketing Objectives

goals that a business attempts to achieve through its marketing activities

Marketing Strategy

a set of plans that aim to achieve a specific marketing objective

Product Lines

a group of products that are very similar

Product Portfolios

the collection of products a business is currenly marketing

Unique Selling Point (USP)

the aspect or feature of the product that differentiates it from those of rivals