Quality
Underpinning the other elements of market strategy is quality. Without a quality product or service, it is difficult to maintain profitability. When market strategy focuses on quality, market share, employee productivity and customer satisfaction all increase. Quality in this sense means meeting and exceeding customer expectations. Advertising reinforces those expectations, and achieving high levels of customer satisfaction consumes fewer resources. These savings, combined with increased volume from higher market share and better productivity, result in higher profits.