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Constraints

NOT NULL CONSTRAINT -    Ensures that a column cannot have a null value. DEFAULT CONSTRAINT -    Provides a default value for a column when none is specified  UNIQUE CONSTRAINT -   Ensures that all values in columns are different  CHECK CONSTRAINT -   Makes sure that all values in a column satisfy certain criteria  PRIMARY KEY CONSTRAINT -   Used to uniquely identify a row in the table  FOREIGN KEY CONSTRAINT -   Used to ensure referential integrity of the data  Primary Key - is used uniquely to identify each row in a table . It can consist of one or more columns on a table . When Multiple columns are used on a table it is called composite key.  Foreign Key - Foreign key is a column or columns that references a column most often primary key of another table . The purpose of foreign key is to maintain referential integrity of the data. Pg admin  Data base - training - right click on training - query click  Always add semi colen to run the query  Int - integer  varchar - variable charact
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Product or Market Matrix

 The Product / Market Matrix 

Product/ Market Matrix                     Existing Market                      New Market

New Product Line                          Product Development                Diversification

Existing Product Line                      Market Penetration                  Market Development

It is also known as Ansoff's Model

It shows various ways in which company grow 

If Dove which was originally a brand cater to female , who sold soap and started selling shower gel , shampoo etc which is existing market product development 

A set of consumer right now not purchasing and not aware of your market . TATA steel was not for consumer but TATA Salt is for consumer . Diversification 

Discount or marketing to attract more people is Market Penetration 

If I am a watch company making for men but now for women , this is Market development. 



Example - 

1. A wholesaler plans to double their retail sales team and sell more to existing customer - Market Penetration .

2. A shoe manufacturer is considering developing other products that may be of interest to their existing retail customers (such as stock , belts , shoe polish , hats , caps etc)- Product development 

3.A specialist health food firm (that now only sells directly to end consumers ) is looking to introduce a new product range in order to gain access to chemist shops - Diversification 

4.Kmart stores are planning to use more frequent discounts to attract more new customers and to sell more products to their existing customers.- Market penetration 

5.Mc Donald's are planning to further broaden their product range to appeal to a wider market-


6.A successful accounting firm is just about to open their first International office - Market development 

7. A local plumber is thinking about buying a hardware store that is currently for sale - Product development 

8. A large scale real estate chain has just set up internet site that helps people , who are buying / selling property , to find qualified service providers in their are ( such as lawyers , accountants , movers , cleaners and so on) - Product development 

9. A small winery ( who just makes and sells wine  is considering opening up a small restaurant on their property) - Diversification 

10. A local Chinese restaurant has expanded it menu to include Vietnamese - product development 

11. A major law firm has doubled the number of seminars and conference - Market penetration 

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