final paper

This is final paper, and have seven question. you just need do the a and b of question 6 .

please read the all paper before you did the the question 6, and use APA format.

In the question 6, i choose the market penetration.

Market penetration, market development, and product development are sometimes referred to as
intensive strategies because they require intensive efforts if a firm’s competitive position with
existing products is to improve.

Market Penetration

A market penetration strategy seeks to increase market share for present products or services
in present markets through greater marketing efforts. This strategy is widely used alone and
in combination with other strategies. Market penetration includes increasing the number of
salespersons, increasing advertising expenditures, offering extensive sales promotion items, or
increasing publicity efforts. For example, Anheuser annually purchases several $4.5+ million,
30-second advertising slots during the Super Bowl.

Tiffany & Co. recently began using same-sex couples in advertising, preceded by J. Crew
casting one of its designers and his boyfriend in a catalogue. Gap uses a handsome couple in a bill-
board, and Jeremiah Brent and Nate Berkus appear in a Banana Republic advertising campaign.

The following five guidelines indicate when market penetration may be an especially effec-
tive strategy:8

1. Current markets are not saturated with a particular product or service.
2. The usage rate of present customers could be increased significantly.
3. The market shares of major competitors have been declining while total industry sales have
   been increasing.
4. The correlation between dollar sales and dollar marketing expenditures historically has
   been high.
5. Increased economies of scale provide major competitive advantages.

If you still don’t know what is market penetration, please google it.