Pam Ryan owns a store that sells running shoes and related products. Pam is currently trying to increase sales through endorsements by famous runners and former Olympic athletes. Pam is pursuing a(n) ________ strategy.
A) strategic alliance
B) licensing
C) market penetration
D) geographic expansion
E) improving an existing product or service

Question

Quizplus · Accepted Answer

Pam is trying to increase sales by promoting her current products (running shoes and related products) to her current market (runners). This is consistent with a market penetration strategy. A strategic alliance would involve partnering with another company, licensing would involve allowing someone else to use her store's intellectual property, geographic expansion would involve opening new stores in other locations, and improving an existing product or service would involve making changes or upgrades to the products already offered.

Pam Ryan Owns a Store That Sells Running Shoes and Related