Question

Amos does not want to find new customers or create new products. instead, he is opening more stores and improving the marketing mix--more intriguing advertising, better pricing, better reward program, better in-store service, better store ambience, etc. what strategy is he using

Answer 1

This is known as market penetration- instead of expanding his market to new customers or products he is doing a deeper development of the customers he already has to increase loyalty and sales.