COB 300 ATAV FINAL EXAM – STUDY GUIDE
production oriented era - Answers - focused on producing goods efficiently and pushing
them to the market (pre 1920s)
sales oriented era - Answers - focused on persuading consumers to buy through
aggressive selling techniques(1920s-1940s)
market oriented era - Answers - focused on understanding customer needs and
delivering products that satisfied those need (1950s-1990s)
value based marketing era - Answers - focused on creating long term relationships and
superior value for customers, often through enhanced customer experiences and
emotional engagement (2000s-present)
SWOT analysis - Answers - strategic planning tool used to identify and evaluate the
strengths, weaknesses, opportunities, and threats of a business
strengths - Answers - internal factors that give the business a competitive advantage
weaknesses - Answers - internal factors that place the business at a disadvantage
opportunities - Answers - external factors that could potentially benefit the business or
create growth opportunities
threats - Answers - external factors that could harm or hinder the business
portfolio analysis - Answers - strategic tool used by businesses to evaluate the relative
performance and potential of different business units within the company. consists of
stars, cash cows, question marks, and dogs
stars - Answers - market growth rate: high
market share: high
they are the leaders in their industry. ex. iPhone in a fast growing market and
experiences high demand and innovation. invest heavily into stars
cash cows - Answers - market growth rate: low
market share: high
mature, stable, and profitable products that generate more cash than they consume. ex.
coca cola dominates the market but is in a mature, low growth stage. it generates
revenue without needing much investment. harvest or maintain investment
question marks - Answers - market growth rate: high
market share: low
, they have potential but require substantial investment to increase market share and
become profitable. ex. new electric vehicle from a car manufacturer that is entering a
fast growing market but is struggling to capture a significant share from well established
competitors. invest cautiously
dogs - Answers - market growth rate: low
market share: low
typically underperforming and may not contribute much to the company's profitability.
ex. an outdated tech product like an iPod in a market that has shifted to smartphones.
do not invest
market penetration - Answers - growth strategy where a company seeks to increase its
market share in an existing market with its current products. ex. coca cola promoting its
existing product (soda) through ads to increase its customer base
market development - Answers - a company seeks to expand its market reach by
introducing its existing products into new markets. ex. mcdonalds opens new outlets in
international markets, offering its established menu to new consumers
global expansion - Answers - allows companies to take advantage of new markets with
high growth potential, lower costs, and emerging demand. ex. tesla expanding into
markets such as China where demand for EVs is growing rapidly
product development - Answers - creates new products or improves existing products to
sell in its existing markets. ex. apple releasing new iPhone models or upgrading the
features
diversification - Answers - expands into new products and new markets that are
different from its existing business operations. very risky. ex. disney starting with
movies/tv shows and moving into theme parks and merch
geographic segmentation - Answers - dividing the market based on location. ex. a
clothing bran may have a winter collection marketed heavily in cold climates
demographic segmentation - Answers - segmenting based on statistical characteristics
such as age, gender, income, education level, family size, occupation, and social class.
ex. mcdonalds offers happy meals aimed at families with children
psychographic segmentation - Answers - dividing the market based on lifestyle, values,
interests, opinions, and personality traits. focuses on the emotional aspects that drive
consumer behavior. ex. nike targets people who view themselves as active/athletes
geodemographic segmentation - Answers - targets specific geographic areas that share
similar socioeconomic characteristics and consumer behaviors. ex. real estate company
may target certain zip codes where high income families live for premium home listings
production oriented era - Answers - focused on producing goods efficiently and pushing
them to the market (pre 1920s)
sales oriented era - Answers - focused on persuading consumers to buy through
aggressive selling techniques(1920s-1940s)
market oriented era - Answers - focused on understanding customer needs and
delivering products that satisfied those need (1950s-1990s)
value based marketing era - Answers - focused on creating long term relationships and
superior value for customers, often through enhanced customer experiences and
emotional engagement (2000s-present)
SWOT analysis - Answers - strategic planning tool used to identify and evaluate the
strengths, weaknesses, opportunities, and threats of a business
strengths - Answers - internal factors that give the business a competitive advantage
weaknesses - Answers - internal factors that place the business at a disadvantage
opportunities - Answers - external factors that could potentially benefit the business or
create growth opportunities
threats - Answers - external factors that could harm or hinder the business
portfolio analysis - Answers - strategic tool used by businesses to evaluate the relative
performance and potential of different business units within the company. consists of
stars, cash cows, question marks, and dogs
stars - Answers - market growth rate: high
market share: high
they are the leaders in their industry. ex. iPhone in a fast growing market and
experiences high demand and innovation. invest heavily into stars
cash cows - Answers - market growth rate: low
market share: high
mature, stable, and profitable products that generate more cash than they consume. ex.
coca cola dominates the market but is in a mature, low growth stage. it generates
revenue without needing much investment. harvest or maintain investment
question marks - Answers - market growth rate: high
market share: low
, they have potential but require substantial investment to increase market share and
become profitable. ex. new electric vehicle from a car manufacturer that is entering a
fast growing market but is struggling to capture a significant share from well established
competitors. invest cautiously
dogs - Answers - market growth rate: low
market share: low
typically underperforming and may not contribute much to the company's profitability.
ex. an outdated tech product like an iPod in a market that has shifted to smartphones.
do not invest
market penetration - Answers - growth strategy where a company seeks to increase its
market share in an existing market with its current products. ex. coca cola promoting its
existing product (soda) through ads to increase its customer base
market development - Answers - a company seeks to expand its market reach by
introducing its existing products into new markets. ex. mcdonalds opens new outlets in
international markets, offering its established menu to new consumers
global expansion - Answers - allows companies to take advantage of new markets with
high growth potential, lower costs, and emerging demand. ex. tesla expanding into
markets such as China where demand for EVs is growing rapidly
product development - Answers - creates new products or improves existing products to
sell in its existing markets. ex. apple releasing new iPhone models or upgrading the
features
diversification - Answers - expands into new products and new markets that are
different from its existing business operations. very risky. ex. disney starting with
movies/tv shows and moving into theme parks and merch
geographic segmentation - Answers - dividing the market based on location. ex. a
clothing bran may have a winter collection marketed heavily in cold climates
demographic segmentation - Answers - segmenting based on statistical characteristics
such as age, gender, income, education level, family size, occupation, and social class.
ex. mcdonalds offers happy meals aimed at families with children
psychographic segmentation - Answers - dividing the market based on lifestyle, values,
interests, opinions, and personality traits. focuses on the emotional aspects that drive
consumer behavior. ex. nike targets people who view themselves as active/athletes
geodemographic segmentation - Answers - targets specific geographic areas that share
similar socioeconomic characteristics and consumer behaviors. ex. real estate company
may target certain zip codes where high income families live for premium home listings
