1. Products Decisions
• Product and Service Classification
System
• The Product Life Cycle
• Introduction to product matrices
• Boston Matrix (Growth/Share)
• Ansoff’s Matrix (Product Market)

2. Product and Service
Classification System
• Convenience goods - little effort, relatively
inexpensive
• Shopping goods - e.g ‘white goods’, DIY
equipment, more expensive, infrequent
• Speciality goods - extensive search e.g
Jewellery, gourmet food
• Unsought goods - e.g. double glazing,

3. • Industrial goods
• Installations - ‘speciality’ goods of
industrial markets - plant and machinery
• Accessories - maintenance and office
equipment
• Raw materials
• components
• Business to business e.g. consultants,
accountants

4. The life product cycle model
Development Growth Maturity Decline
Few: Growing adopters: Growing selectivity Saturation of Drop-off
trial of
trial of of purchase users in usage
early
product/service Repeat purchase
adopters
reliance
Entry of May be many Fight to maintain Exit of some
competitors share competitors

5. The Boston Matrix (Growth/Share Matrix)
Market Share
High 3. Question
1. Stars Mark (Problem
Market Child)
Growth
Low 2. Cash Cows 4. Dogs
High Low

6. The Boston Matrix - Chocolate Bars
Market Share
High Maverick
FUSE Miniature Heroes
Market
Growth
KIT KAT TOPIC
Low MARS BAR BOUNTY
High Low

7. Ansoff’s Matrix (Product/Market Matrix)
Existing Markets New Markets
New Products Existing Products
Market Market Development
Penetration
Product Development Diversification

8. Ansoff’s Matrix (Product/Market Matrix)
Existing Markets New Markets
New Products Existing Products
E.g. Realignments E.g. Geographical
of the marketing expansion
mix
Same outlets and Diversification -
sales strategy related or unrelated
- new product

9. Products Decisions
• Product and Service Classification
System?
• The Product Life Cycle stages?
• Growth/Share?
• Product Market?