chapter 2 homework


1.)    The difference between a market penetration strategy and a market development strategy is that a market penetration strategy targets current customers of the product or service while a market development strategy targets customers who either have been targeted by you or your competitors but simply have not been persuaded to buy; or they could be customers in segments that have not been pursued by you or the competitors in your product category.
2.)    A marketing plan is made up of objectives, customer targets, competitor targets, core strategies and the marketing mix. The objective is to decide what the goal is and how to get there

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