3. An important secondary objective for some firms, particularly share leaders, in mature markets is to stimulate

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3. An important secondary objective for some firms, particularly share leaders, in mature markets is to stimulate further volume growth by taking actions to convert nonusers into users, to increase use frequency among current users, or to expand into untapped or underdeveloped markets.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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