Marketing must identify, evaluate, and select market opportunities and lay down strategies for capturing them.
One useful device for identifying growth opportunities is the product/market expansion grid, shown in Figure 2.3.
Product/market expansion grid is a portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification.
Marketing must identify, evaluate, and select market opportunities and lay down strategies for capturing them.
One useful device for identifying growth opportunities is the product/market expansion grid, shown in Figure 2.3.
Product/market expansion grid is a portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification.
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