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opportunities for growth in marketing

1.       INTENSIVE
2.       INTEGRATIVE
3.       DIVERSIFICATION

Ø  Intensive Growth:
        Opportunities  in current Product Market.

Ø      Integrative Growth:
        Opportunities in other part of core - marketing system
   
Ø      Diversification Growth:
        Opportunities outside the core – marketing system

1 (A)  MARKET  PENETRATION:
1 ) Stimulate consumers to increase present rate of usage:
     a) Increase unit of purchase.
      b) Increase rate of production development &            obsolescene.
      c) Suggest new uses for the product.
      d) Offer price incentives for increased use
2)  Attract Competitors Customers:
    a) Improving brand differentiation
    b) Stepping up promotion.
3) Attract Non – Users

1( B)   MARKET DEVELOPMENT :
 1 ) Open additional geographical markets:
      a) Regional.
      b) National.
      c) International Expansion.
 2) Attract other market segments:
     a) Developing  product  (suitable) versions.
     b) Entering other channel of distribution.
     c) Advertise in other media

1 (C)   PRODUCT  DEVELOPMENT :
1)  New Product Features.
 2) Create different Quality Versions.
 3) Develop additional models and sizes

2 - Integrative Growth
(a) Basic industry that has strong growth future.
 (b) Company increase profitability, efficiency or  control by moving Backward, Forward or                                                                                                                                                             Horizontal in the industry

2.a)  Backward Integration: - Company seeks  ownership or increased control of its supply           systems.
 2.b) Forward Integration: - Company seeks ownership or increased control of (its) distribution                 systems.
  2.c) Horizontal Integration: - Company seeks  ownership or increased control of some of the   competitors.






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