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What is Market Penetration?

Category: Marketing

1Definition

A growth strategy focusing on increasing sales of existing products in existing markets.

2Context

Lower risk than new products or markets. Achieved through marketing and price competition.

3Example

A coffee chain increases market penetration by adding drive-throughs to existing stores.

⚠Common Trap

Market penetration has limits—eventually markets saturate.

Related Terms

Direct Marketing AssociationMass Market PaperbackBlack MarketStock MarketMarketing Mix

More Marketing Terms

Direct Marketing AssociationMass Market PaperbackBlack MarketStock MarketMarketing MixIntegrated Marketing

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