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Home→The Westburn Dictionary of Marketing→M→market penetration

market penetration

Definition:
One of four basic strategies proposed by Igor Ansoff whereby the company seeks increased sales for its present products in its present markets through more aggressive promotion and distribution. The other three strategies are MARKET DEVELOPMENT, PRODUCT DEVELOPMENT and DIVERSIFICATION.

Cross-References:
[market development] [product development] [diversification]

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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].