- marketing strategy used by a manufacturer to increase the sales of a product within an existing market through the employment of more aggressive marketing tactics.
- degree to which a particular product is purchased in a particular market.
depth of sales of a particular product in a given market. The deeper the penetration, the higher the volume of product sales. In order to expand the sales of current products in markets where their products are already being sold, marketers utilize market penetration strategies such as cutting prices, increasing advertising, obtaining better store or shelf positions for their products, or innovative distribution tactics.
same as capture rate.