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Microsoft announces their product before it is introduced, but such announcements also alert competitors and removes the element of surprise. During the introduction stage, the primary goal is to establish a market and build primary demand for the product class. The following are some of the marketing mix implications of the introduction stage:
Product - one or few products, relatively undifferentiated
Price - Generally high. In some cases a penetration pricing strategy is used and introductory prices are set low to gain market share rapidly.
Distribution - Distribution is selective and scattered as the firm commences implementation of the distribution plan...
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