Bliss Massage Therapy Center maintains a database of over 700 clients and sends each one a special discount offer in the month of his or her birthday. Managers hope that as existing customers use the discount, they will see an overall growth in sales. According to Igor Ansoff's Product-Market Matrix, this is an example of the ________ strategy.

Question

Quizplus · Accepted Answer

The strategy being used by Bliss Massage Therapy Center is market penetration, which involves increasing sales of existing products in existing markets. The discount offer is targeted towards existing customers in order to encourage them to make more purchases, thereby increasing sales.

Bliss Massage Therapy Center Maintains a Database of Over 700