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Home→The Westburn Dictionary of Marketing→P→penetration

penetration

Definition:
(1) The proportion of a target audience or audience segment which actively reads a given newspaper or magazine; the proportion of the general population, or a segment of it, which attends the cinema regularly. The equivalent term in radio and television usage is REACH. Changes over time measure cumulative penetration, and together with repurchase rate give an indication of potential. (2) Achievement level, infiltration, brand share, and the marketing activity which leads to such effects. Traditionally a low-profit, high-volume marketing strategy adopted with the launch of a new product is called a PENETRATION PRICING POLICY.

Cross-References:
[consumer panel] [penetration pricing policy] [reach]

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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: [J. A. Bound, James R. Bureau and Keith Crosier], [1998].