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market penetration
==Definition==
It measures the brand popularity. It is defined as the number of people who buy a specific brand or a category of goods at least once in a given period, divided by the size of the relevant market population.〔Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). ''Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.'' Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0137058292. The definitions, purposes, and constructs of classes of measures that appear in Marketing Metrics are part of the Marketing Accountability Standards Board (MASB) ongoing (Common Language in Marketing Project ).〕 Market penetration is one of the four growth strategies of the Product-Market Growth Matrix as defined by Ansoff. Market penetration occurs when a company penetrates a market in which current or similar products already exist. The best way to achieve this is by gaining competitors' customers (part of their market share). Other ways include attracting non-users of your product or convincing current clients to use more of your product/service (by advertising, etc.). Ansoff developed the Product-Market Growth Matrix to help firms recognize if there was any advantage to entering a market. The other three growth strategies in the Product-Market Growth Matrix are:
* Product development (existing markets, new products): McDonalds is always within the fast-food industry, but frequently markets new burgers.
* Market development (new markets, existing products): Apple introduced the iPhone, in a developed cell phone market.
* Diversification (new markets, new products): Mohen A.S, Bion Products, Selectron Ltd
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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