market entry strategy
Definition:
The strategy selected for entering a market for the first time. The basic choice is between a PENETRATION and SKIMMING approach when one uses a low price, extensive distribution and mass advertising or high price, selective distribution and targeted advertising respectively.
Cross-References:
[skimming strategy]
[penetration]
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].