Pali Marketing Idea Bank: Penetration Marketing

Author: David A. Aaker (USA), translated by Chu Yanyan, Zhao Jinlan
Publisher:
Publish Date: 2002-05-01
Features: Percolation, which metaphorically refers to a thing or force gradually entering other aspects. Its characteristics are the persistence of time and the expansibility of space, and it is very common in nature. In the field of social life, it is highly valued. However, the marketing industry has largely ignored it. For consumers, marketing is much like rain to soil. No single rain can wet all the soil. Similarly, no marketing strategy can encompass everything and always work, or be suitable for all market situations. The market is always changing, and marketers must continuously adjust their strategies. In this context, marketers must gain a deeper understanding of the customer's world and become a part of their lives. To enable marketers to successfully implement a comprehensive marketing strategy at a lower cost, achieve remarkable sales performance, and help businesses and their products stand out in fierce market competition, the strategy and methods of percolation marketing must be employed.