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Healthcare Glossary

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Market penetration strategy

The strategy designed to bring about the changes in customers' beliefs, attitudes and behaviours caused by sales and marketing activity to increase a company's sales and market share. One favoured strategy to penetrate a market is to gain a rival company's customers. Alternatively, appealing to non-users of a product or persuading current customers to purchase more of the product/service, by advertising increase.

See also:
Marketing strategy
Market penetration
Market penetration pricing

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Related terms

Brand extension , Brand, Strategic marketing concept, Relative advantage, Cost per click (CPC), Marketing strategy, Offensive marketing, Leader pricing, Global marketing, Marketing channels, Customised marketing mix, Neuromarketing, Marketing planning, Convenience sampling, Objectives,

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