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Marketing Strategy

Integration of the elements of marketing into a marketing mix that includes :

Market entry / timing

Market selection encompassing segmentation

Differentiation and Positioning

Product planning

Pricing

Distribution systems

Marketing communications

Functionalities

Market exit

Evolution of marketing strategy as the market grows and matures -

Introduction - market development

Rapid growth - expansion of primary demand, product proliferation

Levelling - off -  maximize market share as total demand has levelled

Market maturity - maintain mkt share, customer service / satisfaction

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