Маркетинг теория

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Marketing theory 
Presented by 
Yerbol Amangeldiev & Nurali Sultanov & 
Janibek Koblanov
2a, b-management

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Introductions
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Marketing Theory 
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The Ansoff Matrix
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Balanced Scorecard 
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The Marketing Mix
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The Communications Mix
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SWOT analysis 
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GE Matrix 

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Marketing Theory 
A basic marketing theory states that to 
maximize sales, a company must position its 
products or services in the marketplace in such a 
way that consumers believe they need a 
particular product for service or that a product 
or service they need has a particular benefit. 
This is also known as creating an image or brand.

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The Ansoff Matrix 
The Ansoff matrix was invented by Igor 
Ansoff in 1965 and is used to develop 
strategic options for businesses. It is one of 
the most commonly used tools for this type 
of analysis due to its simplicity and ease of 
use. As the diagram demonstrates, the 
matrix will give managers four possible 
scenarios, or strategies for future product 
and market activities

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The lowest risk strategy is for a company to sell its existing products into existing markets as it knows its 
customers, has established channels and so on. This strategy Ansoff termed ‘Market Penetration’. This is 
only possible where markets are still growing, or where organisations are prepared to use other elements 
of the marketing mix to penetrate the market at the expense of competitors.
The second strategic option in the Ansoff Matrix is to develop new products for existing markets 
(customers), through a ‘Product Development’ strategy. Here the ‘Product’ and ‘Promotion’ elements of 
the marketing mix will change (as a minimum), so the risk is higher than market penetration.
The third strategic option involves taking existing products into new markets using a ‘Market