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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
Related terms
Market segmentation, Tactical planning, Market forecast, SMART objectives, Ansoff Matrix, Cost per click (CPC), Multi-brand strategy, Convenience sampling, Territory management, Internal marketing, Marketing objectives, Leader pricing, Respondent, Horizon scanning, Boston matrix,
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