CONTENTS
CHAPTER 1 – INTRODUCTION ..................................................... 1
CHAPTER 2 - BASIC STRATEGY FRAMEWORKS........................ 3
I
NTRODUCTION TO
M
ATRICES AND
F
RAMEWORKS
....................... 3
F
RAMEWORK
#1
---
SWOT ............................................................. 4
F
RAMEWORK
#2
---
BCG
P
RODUCT
P
ORTFOLIO
M
ATRIX
.............. 5
F
RAMEWORK
#3
---
A
NSOFF
M
ATRIX
.............................................. 7
F
RAMEWORK
#4
---
STP
(S
EGMENTING
,
T
ARGETING
,
P
OSITIONING
)................................................................................. 7
F
RAMEWORK
#5
---
F
OUR
P'
S
......................................................... 11
F
RAMEWORK
#6
---
F
IVE
C'
S
.......................................................... 12
F
RAMEWORK
#7
---
P
ORTER
'
S
F
IVE
F
ORCES
.................................. 14
F
RAMEWORK
#
8
---
M
C
K
INSEY
S
EVEN
S’
S
.................................... 18
F
RAMEWORK
#
9
---
PLC
(P
RODUCT
L
IFE
C
YCLE
) ........................ 19
CHAPTER 3 – BUSINESS CONCEPTS........................................... 21
A
FFILIATE
M
ARKETING
................................................................ 21
A
NGEL
F
UNDING
.......................................................................... 21
A
WARENESS
R
ATE
........................................................................ 21
B
ACKWARD
I
NTEGRATION
........................................................... 22
B
RANDING
.................................................................................... 22
C
APITAL
B
UDGETING
................................................................... 22
C
APITAL
E
XPENDITURES
(C
AP
E
X
)............................................... 23
C
ORE
C
OMPETENCY
..................................................................... 23
C
OST
C
ENTER
............................................................................... 24
CPC
(C
OST PER
C
LICK
)
A
DVERTISING
......................................... 24
CPM
(C
OST PER
T
HOUSAND
)
A
DVERTISING
................................ 25
D
EBT
O
VERHANG
......................................................................... 26
D
ISTRIBUTIVE
/
I
NTEGRATIVE
B
ARGAINING
................................ 26
E
LASTICITY OF
D
EMAND
.............................................................. 27
E
XCESS
C
APACITY
........................................................................ 27
F
ORWARD
I
NTEGRATION
............................................................. 28
F
REE
R
IDER
P
ROBLEM
.................................................................. 28
J
OINT
V
ENTURE
............................................................................ 28
P
ENETRATION
P
RICING
................................................................ 29
P
ERCEIVED
V
ALUE
P
RICING
......................................................... 29
P
RINCIPAL
-A
GENT
P
ROBLEM
....................................................... 29
P
RODUCT
L
INE
P
RICING
............................................................... 30
P
ULL
S
TRATEGY
........................................................................... 30
Copyrighted Material
