Theories

Question 1

Ansoff matrix

Answer 1

Market penetration = existing product existing market
Market development = existing product new market
Product development =existing market new product
Diversification = new product new market

Question 2

Boston matrix

Answer 2

Cow = low market growth high market share Question mark
Dog= low market growth low market share
Question mark = high market growth low market share
Star = high market growth high market share

Question 3

Product life cycle

Answer 3

Introduction
Growth
Maturity
Decline

Opportunity for extension strategies at maturity

Question 4

Porters generic strategies

Answer 4

Cost leadership
Cost focus
Differentiation leadership
Differentiation focus

Leadership = broad market
Focus = narrow

Question 5

Elkingtons triple bottom line

Answer 5

People
Planet
Profit

Question 6

Kotter and scheschlinger
Why change is resisted

Answer 6

Self interest
Different assessment of the situation
Low tolerance for change/ inertia
Misinformation / misunderstanding

Question 7

Kotter and scheschlinger
Ways of overcoming change

Answer 7

Education and communication
Participation and involvement
Facilitation and support
Manipulation and cooption
Negotiation and bargaining
Explicit / implicit coercion

Question 8

Lewins force field analysis

Answer 8

Forces for change/ driving forces
Forces resisting change/ restraining forces

Question 9

Marketing mix

Answer 9

Price
Product
Place
Promotion
Physical environment
Process
People

Question 10

Stakeholder mapping

Answer 10

High level of stakeholder power/ high level of stakeholder interest = most imp . Engage directly with them

High level of stakeholder power/ low level of stakeholder interest = keep them satisfied

High level of stakeholder interest/ low level of stakeholder power = communicate with them regularly

Low/ low = communicate only when necessary