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:

1. ................................................................................................................22. .........................................3 2.1 ................................................................................3 2.2 ..............................................................................................33. .....................................54. ................................8 4.1 Boston Consalting Group......................................................................9 4.1.1 BCG ..............................................11 4.2 Mc Kinsey & Company GE.........................................................................12 4.2.1 Mc Kinsey................................155. .......................................................................................................166. ...............................................................................17

1. . . . . , . : 1. , . 2. . , . , , , , . . . , : , . , : , , .2. , . , , .2.1 ( ), , , . , , , : . , , . , ( ), .2.2 . . : 1. , : = 2. , , : = 3. , : = 4. 100 , : = 5. , , 100 , , , : = 3. : : ? ; ? . . , . . ( , , ), , , (, ), . , , . . . . . , , , . . , . , , . , , , . , , , , , . Cryler Daimler Benz, , , . Cryler , . , 2007 . , . , , . 5% , : , , . , . : 1. . 2. . 3. , , . 4. , , . 5. . . , , , , : ? ? ? , ? ? . . , , , : , , . , . . : ? ? ? ?4. , : 1. 2. , , . : 1. Boston Consalting Group 2. Mc Kinsey & Company4.1 Boston Consalting Group Boston Consalting Group . . . 4.1.1. 1968 Boston Consalting Group, Bruce Henderson .

4.1.1 . . . . . , (Stars), (Cash Cows), (Problem Child) (Dog). . Stars ( ) . . , , . . . Star Cash Cows . Cash Cows ( , ) . . . Star . Dogs ( , ) . . . . Problem Child ( , ) (Question Marks), . , . . , . ? ? Star . . cash cows stars. Boston Consulting Group : 1. , . 2. . 3. . 4. .4.1.1 BCG BCG . BCG . , ( ) . . , BCG , SBU , , . BCG , , , ( , .) , BCG ( , ). BCG , , , , . Mc Kinsey General Electric.4.2 Mc Kinsey & Company-GE Mc Kinsey & Company General Electric 4.2.1. . : 1. 2. , .

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1. , : , . . 1,0. , . 1 5, 1 , 5 . . 4.2.1. (1) ( 1 5)(2)(1) (2)

0,1540,60

0,3051,50

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6. 1. , , 2 : , 20092. http://www.professionalacademy.com/news/marketing-theories-boston-consulting-group-matrix

17