Which of the following is based on the philosophy that a product's market growth rate and its market share are important considerations in determining marketing strategy?
a. mission-goal matrix
b. market growth/market share matrix
c. product-market matrix
d. swot analysis
e. sales analysis

Market growth/market share matrix (B)

Explanation:

This model was developed by Boston Consulting Group (BCG)  and it used to analysis company products portfolio.

A company is expected to have a balanced portfolio which comprises of problem child ( low market share and high market growth), Star (High market share and high market growth), Cash cow (high market share and low market growth) and dog (low market share and low market growth).

Understanding of the market-growth and market-share position of each product in the company portfolio will guide in designing the right marketing strategy.

a manufacturer of printed circuit boards uses exponential smoothing with trend to forecast monthly demand of its product. at the end of december, the company wishes to forecast sales for january. the estimate of trend through november has been 200 additional boards sold per month. average sales have been around 1000 units per month. the demand for december was 1100 units. the company uses α = 0.20 and β = 0.10. make a forecast including trend for the month of january.

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