The main difference between the marketing strategy of broadcasting editors and marketing strategy is that some people often confuse marketing strategy with marketing strategy. In fact, strategy is more specific and serves the details of strategy. And marketing strategy is a broader aspect, with a wider scope. In fact, a simple understanding is that strategy and strategy solve problems at different levels: the problem solved by strategy is "what is needed in the market? In which direction do we need to look?" The problem solved by strategy is: "How can these needs be met? How can these practices be implemented?". The development of a strategy and skills broadcasting and editing enterprise not only relies on its good management, but also on the company's high-quality products. Measuring the success of a product is mainly reflected in its sales factors, so how to win a good product sales war? How to increase the market share of enterprises? It is necessary to adopt a sound marketing strategy to provide some reference for enterprises to increase product sales, hoping to bring some help to the enterprise.

1. Enterprises exploring new markets should recognize the importance of the market and establish a dedicated marketing department. Specializing in market analysis and research. Collect timely data on products, find ways to market them in relevant markets, first in regional markets, then in domestic markets, and finally in international markets, effectively promoting product sales. Enterprises should learn to search for more potential customers in new markets. Long ago, computers were generally sold to research institutions and schools, and they did not even consider entering personal households. However, with the development of technology, the popularity of computers is also increasing, and ordinary households are starting to use computers. Potential customers have become actual customers.

2. Multi channel sales model: Enterprises should not sell their products through a single channel. It is recommended that enterprises adopt a multi-channel sales approach. Previously, wineries would hand over the produced wine to distributors for sale. However, it was later discovered that this single channel did not better solve the sales problem of the product. Therefore, wine merchants began to search for new sales channels, That is to say, later wine merchants directly established wine direct sales stores, sold wine directly to consumers, and also sold wine directly to some restaurants and hotels. This is a clear adoption of a multi-channel sales model.

. A good product development strategy requires a certain foundation of technology, funds, and costs for an enterprise's product development strategy. However, in product development, it is necessary to first have a thorough understanding of market demand and customer needs, and develop products that meet customer needs. A product development strategy requires a certain degree of innovation, requiring enterprises to have a certain level of innovation ability. Enterprises can explore new things well, and those with innovation ability are enterprises with development potential. A new product development strategy can improve the competitiveness and adaptability of enterprises, which also requires enterprises to spend a large cost to search for new markets, Especially for those growing new markets, it is more advantageous for enterprises.

1. Marketing skills: Enterprises need to develop, which inevitably requires good marketing methods, especially in terms of products. Playing a good product war can help enterprises stand firm in market competition, enhance their competitiveness, and stand invincible among numerous competitors. The factors that influence marketing strategies include macro environmental factors and micro environmental factors. Macro environmental factors refer to the external environment in which a company operates, which is neither controllable nor influential for the company, and plays a crucial role in the success of marketing. 1. Human environment: 1) Population factors: the relationship between population size and market composition; The relationship between population urbanization and market; The relationship between changes in the age structure of the world population and the market. 2) The geographical migration factors of population: the relationship between the characteristics and patterns of passenger flow and the geographical environment; The relationship between purchasing motivation and geographical environment. 3) Social factors: family; Social status class affects segmented markets. 2. Economic environment: 1) Gross National Product. 2) Personal income reflects the level of purchasing power. 3) Foreign trade revenue and expenditure situation. 3. Natural environment: shortage and protection of natural resources; The deterioration of the environment; The impact of diseases. 4. Technical environment: the impact of technology on enterprise competition; The impact on consumers

2） Political legal environment: The stability of the political landscape and the political legal environment of a country directly affect marketing strategies.

3） Social cultural environment: educational level, religious beliefs, and traditional habits. Micro environmental factors refer to various factors and conditions that exist around a company and closely affect its marketing activities, including suppliers, competitors, the public, and the company itself.

4） Supplier: Ensuring resources and controlling costs. 2. Buyer 1) Private buyers: With a wide range of people and varying demands, most of them are small purchases with a high frequency of purchase. They are mostly non expert purchases with high purchasing liquidity.

5）Group buyers: The number of group buyers is small, but the scale of buyers is large; Belongs to derived requirements; The group's purchasing demand elasticity is relatively small.

Less frequent purchases; Single batch large.

6) Competitors: 1) Competitors and their quantity and scale. 2) The relationship between consumer demand and competitive supply.

 Public: financial public, government public, citizen action public, local public, internal public of enterprises, general public.

Collaboration among various departments within the enterprise. Today, as humanity has entered the 21st century, with the rapid development of information science and technology, consumption patterns have undergone tremendous changes, and modern market conditions have become more complex and highly competitive. It is particularly important for any enterprise to adopt the correct marketing strategy in order to successfully enter, occupy, consolidate, and expand the market. For a long time, the widely accepted 4Ps theory in the field of marketing theory was proposed by American scholar Jerome McCarthy. 4Ps marketing strategies can find the most important factors from complex marketing variables and rise from simple factors to a set of strategies, thus better adapting to the increasingly complex marketing environment. With the development of marketing theory research, the emergence of 6Ps, 10Ps, and 11Ps strategies is an extension of 4Ps marketing strategy, and its core is still 4Ps. For over 40 years, every marketing manager has basically considered issues from the perspective of the 4Ps theory when planning marketing activities. In 1990, American scholar Lauterborn first proposed using 4Cs to replace traditional 4Ps, providing new ideas for marketing strategy research. Compared to market-oriented 4Ps, 4Cs pay more attention to consumer demand orientation, and have made significant progress and development in concept. However, from the perspective of enterprise and market development trends, 4Cs inhibit the initiative and creativity of enterprises. In the mid-1990s, American scholar Don E. Schultz proposed the 4Rs, which outlined four new elements of a new marketing strategy. 4Rs, guided by competition, summarizes a new framework for marketing at a new philosophical level. It elevates a company's marketing activities to the macro and social levels, proposes that the company should establish a community of cause and destiny with customers and other stakeholders, establish, consolidate, and develop long-term cooperative relationships, and emphasize relationship management rather than market transactions. The 4Vs marketing strategy proposed in the late 1990s aims to cultivate and build specific ways for enterprises to compete, which is a new focus of modern enterprise marketing. The ten major marketing objectives of broadcasting and editing should include: quantity objectives, such as sales volume, profit margin, market share, etc; Quality goals, such as improving corporate image, visibility, and acquiring customers; Other goals, such as market expansion, development and sales of new products, promotion of existing products, etc. Generally, it is predetermined. For example, marketing objectives may not have been set yet, but the first thing to determine in the process of formulating marketing strategies is the marketing objectives.

Top Ten Concepts:

1. Knowledge marketing refers to the dissemination of new scientific and technological advancements and their impact on people's lives to the public. Through popular science promotion, consumers are not only aware of the situation, but also the reasons behind it. This helps to establish new product concepts, stimulate consumer demand for new products, and achieve the goal of expanding the market.

2. Online marketing is the use of the internet for marketing activities. In today's world with advanced information technology, information network technology is widely used in various fields of production and operation, especially in the marketing process, forming network marketing.

3. Green marketing refers to enterprises fully reflecting their environmental and social awareness throughout the entire marketing process, providing consumers with scientific, pollution-free, resource efficient, and ethical goods and services, and adopting pollution-free or less polluting production and sales methods to guide and meet the needs of consumers for environmental protection and physical and mental hea4

. Personalized marketing refers to the process in which a company places unprecedented emphasis on human attention, the release of personality, and the satisfaction of individual needs. The company gradually establishes a new relationship with the market, establishes consumer personal databases and information files, establishes more personalized connections with consumers, timely understands market trends and customer needs, and provides personalized sales and services to customers. Customers propose product performance requirements based on their own needs. The company strives to produce according to customer requirements, cater to individual consumer needs and tastes, and apply information. It adopts flexible strategies to adjust in a timely manner, improve competitiveness through coordinated cooperation between producers and consumers, and replace the past large-scale production with multi variety, medium and small batch mixed production.

5. Innovative marketing innovation is the key to the success of enterprises. The best strategy for enterprise management is to eliminate their own products before others. This new approach of applying innovation theory to marketing includes innovation in marketing concepts, products, organizations, and technologies. To achieve this, marketing personnel must always maintain the flexibility of their thinking patterns, Make yourself a pioneer of new thinking.

6. Integrated marketing is a concrete manifestation of consumer oriented marketing ideas in the field of communication in Europe and America in the 1990s. It started in the 1990s and was advocated by Professor Schultz from the United States. This theory is the integration of the marketing ideas of manufacturers and dealers. They face the market together, coordinate the use of various communication means, give play to the advantages of different communication tools, jointly carry out marketing activities to consumers, find factors that motivate consumers to purchase, and achieve the purpose of stimulating consumers to purchase.

1、 Consumer alliance is a new marketing method based on consumer franchising and enterprise alliance, driven by a mechanism of rewarding consumer interests.

2、Chain operation channel is a vertically developed vertical marketing system composed of producers, wholesalers, and retailers. It applies the principles of modern industrial mass production to commercial operations, achieving a combination of mass production and sales, which is a challenge to traditional marketing channels.

3、Large market marketing is the continuous development of traditional marketing mix strategies. This theory was developed by American marketing expert Philip? Kotler proposed that in order for enterprises to enter specific markets and engage in business operations there, they should coordinate the use of economic, psychological, political, public relations, and other means in strategy to win cooperation and support from foreign or local parties, thereby achieving the expected goals.

4、10. Integrated marketing is a marketing communication plan concept that estimates the strategic position of different forms of communication, such as general advertising, direct response advertising, sales promotion, public relations, etc., in the plan, and combines the dispersed information to achieve clear, consistent, and maximum communication. This communication method can bring more information and better sales results, and it can improve the company's ability to provide the right information to the right customers at the right time and place. Marketing principles, basic principles for broadcasting and editing

5、. The principle of honesty and trustworthiness. Honesty and trustworthiness are the most fundamental part of moral requirements at the basic level. They are the most important moral standards for business ethics in enterprises and the foundation of other standards. In traditional business practices in our country, it is regarded as the supreme law. Honesty and trustworthiness should still be an important basic rule for enterprises to grasp moral boundaries in their marketing activities today, specifically including honesty in product quality and not counterfeiting; Be honest in advertising; The price is clearly stated at the actual price, and the elderly and children are not deceived; There are many aspects to fulfilling contractual responsibilities, keeping promises, and ensuring the authenticity of market research data in transactions.

6、 The principle of balancing righteousness and benefit is not only a reflection of Western ethics advocating the combination of morality and utility in moral evaluation, but also consistent with the traditional Chinese concept of balancing righteousness and benefit. The idea of balancing righteousness and self-interest is the fundamental principle for handling the relationship between self-interest and altruism. Balancing righteousness and benefit refers to the consideration of whether a company's profits are in line with the interests of consumers and the overall and long-term interests of society. Profit is the goal, righteousness is to abide by reasonable rules to achieve this goal. Both should be given equal attention to achieve a balanced goal.

7、7The principle of mutual benefit is a fundamental principle in transactions that further addresses the nature of a company's marketing activities. The principle of mutual benefit requires that in marketing behavior, one should correctly analyze and evaluate their own interests, evaluate the interests of stakeholders, and engage in activities that are beneficial to oneself but unfavorable to stakeholders, as they cannot receive a response from the other party and cannot proceed. What benefits others but is not beneficial to oneself makes economic activities like water without a source and a tree without roots. Enterprises themselves are independent economic entities, and profit should be a natural behavior. As long as it does not harm the interests of others, effective economic activities themselves have ethical value. Only prosperous enterprises can produce meaningful products, create new employment opportunities, and so on.

（1）. The principle of rational harmony is the ideal goal model achieved by enterprise moral activities. In marketing, rationality is the use of knowledge and methods, scientific analysis of the market environment, accurate prediction of future market development and changes, and the pursuit of market share without success, resulting in loss of profits; Or, like Qin Chi, which has been criticized by the marketing industry, it does not care about its own production conditions and only pays a high price for being the "king", ultimately only suffering the consequences on its own. Harmony is the promotion of marketing activities in enterprises, which should be maintained at a moderate level of competition. Excessive competition leads to resource waste and a win-win outcome. Harmony in marketing is the correct handling of the relationship between enterprises and various stakeholders in the market, with harmonious coexistence as the basic principle, creating an atmosphere of timing, location, and people. Tactical Principles Marketing Defense Warfare Principles:

（1） One of the defense principles: Only leading companies in the market should consider being on the defensive. But don't blindly believe that you are a leading enterprise in a certain field.

（2）Defense Principle 2: The best defense strategy is to be brave enough to attack oneself. Attacking yourself may sacrifice short-term profits, but they guarantee your fundamental interests. It can protect your market share, so it is the most basic weapon in any marketing war.

（3）Defense principle three: Strong competitive movements should always be prevented. If a company does not attack and change itself well, it can often recover its position through competition, but it must quickly engage in activities before the attackers have a stable foothold. The principle of marketing offensive warfare: Leading enterprises should engage in defensive warfare, not offensive warfare. Offensive warfare is prepared for the second or third largest enterprise in an industry. This means that a company is strong enough to launch a sustained offensive against the leading company.

（4） One of the principles of offensive warfare: If your company is strong enough, then you should launch an offensive war. (2) Principle 2 of Offensive Warfare: Find weaknesses in the leader's power and launch an attack on it. If you challenge the strengths of the leading enterprise, you may never win.

（5）The third principle of offensive warfare is to launch attacks on a narrower front as much as possible. The most advisable approach is to launch an attack on a single product. The cost of a full-scale attack is too high, and only leading enterprises can afford it. The offensive war should be carried out on a narrow front, as much as possible on a single product.

（6）Principles of marketing flank warfare:

(7) One of the principles of flank warfare is that a beautiful flank battle should be like entering an uninhabited territory. The marketing flanking battle does not necessarily require launching new products that are completely different from others, but it must have innovation and uniqueness. Therefore, potential customers will definitely categorize it into the new product line.

（2）(8) Principle 2 of flank warfare: Tactical surprise attacks should be an important factor in planning. Essentially, flank warfare is a surprise attack. The greater the suddenness, the longer it takes for industry leaders to counterattack and recover lost territory.

（3）(9) The third principle of flank warfare is that pursuit is equally important as attack itself. After achieving the initial marketing goals, you should continue to work hard. Principles of marketing guerrilla warfare:

（4）(1) One of the principles of guerrilla warfare is to search for a small portion of the market that you can defend against. This kind of "small" can be geographical, quantitative, or something that other large companies find difficult to attack.

(5) Principle 2 of Guerrilla War: No matter how successful you are, never act like a leading enterprise. For a company engaged in guerrilla warfare, the day it ordered its first Cadillac luxury sedan for its chairman was the beginning of the company's decline.

(6) The third principle of guerrilla warfare is to be prepared to evacuate once noticed. A retreating company can reappear and engage in battle one day! If the battle turns against you, then you should not hesitate to give up a position or a certain product. A company engaged in guerrilla warfare should not waste its resources in a failed war. It should quickly abandon it and move to other places. This is where the advantage of flexibility lies, and where a simple organizational structure truly pays off: a company engaged in guerrilla warfare can open up new battlefields without the internal friction or pressure that large companies often encounter. An important factor for enterprises to stand invincible in the increasingly fierce market competition is to make scientific choices about their marketing strategies. Marketing strategies are generally divided into three types: undifferentiated marketing; Differentiated marketing; Centralized marketing. Enterprises should choose the best of the above three marketing strategies and use them appropriately to achieve the expected results, usually considering the following factors:

4．1. The resource capability of the enterprise. When a company has limited resources and capabilities to occupy a relatively large market, the only practical and feasible option is to adopt a centralized marketing strategy, which focuses on specialized production to meet the needs of a specific consumer group, concentrating efforts on one or a few target markets, in order to gain a larger market share in small markets.

5．5. Product homogeneity. The degree to which buyers perceive similar product features. If the enterprise is launching homogeneous or similar products in the market, such as gasoline, salt, etc., then it adopts an undifferentiated marketing strategy to meet the needs of the majority of people in the market through mass production orders and mass marketing, and win profits from them.

6. Market homogeneity. The degree to which the needs, preferences, consumption habits, purchasing behaviors, and various characteristics of consumers in each segmented market are similar. If the market homogeneity is high, the quantity of purchases in each market is the same or similar, and the response to marketing stimuli is roughly the same, then it is best to adopt an undifferentiated marketing strategy.7. The stage in the product's lifecycle. The so-called product lifecycle refers to the entire process of a product from its launch to its exit from the market. It is generally divided into several stages: introduction period, growth period, saturation period, and decline period. When a new product launched by a company is in the introduction stage, advertising should focus on the situation where consumers are unaware of the product, create a strong momentum, and focus on introducing the basic performance, purpose, characteristics, etc. of the product, in order to gradually eliminate consumer unfamiliarity with the product and continuously deepen their good impression of the product. Therefore, it is advisable to adopt an undifferentiated marketing strategy or fully invest in a certain target market, Adopting a centralized marketing strategy. When a product enters its growth stage, the focus of advertising should shift to inducing consumer interest and preferences in the product, in order to stimulate consumer desire to purchase and turn it into purchasing action. When the product enters the mature stage, considering that the product has already enjoyed a certain reputation among consumers, and there are already many similar products competing in the market, in order to prevent consumers from "liking the new and hating the old" and still have a "nostalgia" for its product, enterprises should highlight the uniqueness of the product in advertising, that is, the "differential advantage" compared to similar products, and use differential marketing strategies to make consumers compare through comparison, Still have a sense of trust in the product to stimulate their purchasing desire and extend its lifecycle

 8. Marketing strategies of competitors. When competitors use differentiated marketing, if our company still adopts an undifferentiated marketing strategy, it is bound to lose; If competitors adopt an undifferentiated marketing strategy and certain other factors are advantageous to them, they can adopt a differentiated marketing strategy to compete with them.

9. Number of competitors. If there are few competitors in the market or if the products launched by the enterprise are not worried about sales, it is necessary to adopt higher cost differential marketing strategies. On the contrary, when there are many competitors of similar products in the market, in order to highlight the differences between their products and similar products, strengthen the buyer's impression of the product, and make different consumer groups fall in love with the company's product at first sight, in order to expand its market coverage, differentiation marketing is naturally the best strategy. In short, when choosing target market marketing strategies, enterprises must comprehensively consider subjective and objective conditions, fully consider the pros and cons, and make wise choices. Misunderstanding Broadcast Editor

（1）Managers rely solely on personal judgment to make important marketing decisions or stick to conventions.

（2）5. The company takes the analysis of the competitive situation as a guide to seize opportunities.

（3）6. The top management pursues short-term marketing results and focuses on acting quickly, regardless of whether their approach is right or wrong.

（4）7. There are deficiencies in the entire company structure, which make the marketing plans launched by managers not a true solution to meet the actual needs of customers and solve their practical problems.

（5）When selecting marketing managers, companies often value those who enjoy being "creative," "exciting," or "gendered," rather than placing too much emphasis on shrewdness and insight. Therefore, in the end, we can only accept the brands and marketing plans they have launched.

（6）9. Marketing plans heavily or completely rely on suicidal market research, including the world's most unreliable and ineffective research methods, such as key customer groups, market segmentation telephone surveys, and lengthy letter surveys to evaluate customer satisfaction.

（7）10. In the process of making marketing decisions and conducting corresponding marketing research, only five or even fewer decision items are considered: marketing objectives within five, positioning, advertising planning, pricing standards, media expenses, product/packaging specifications, etc. 8. For marketing decision items, either they were not carefully analyzed, or they were analyzed with a one-sided emphasis on what consumers wanted, needed, or verbally promised to buy, with little or no analysis of profitability.

（8）11. There is no clear specific goal for the overall marketing plan and its components, such as advertising. There is also no measurement system in the execution process that will be used to evaluate the achievement of goals in the future.

（9）12. The marketing director is not familiar with or has no intention of understanding production costs and other costs outside of their scope of authority, so they have countless concerns about the return on investment of marketing plans. If a company's marketing plan frequently makes one or two of the above mistakes, it is still possible to survive. But if there are more than five of these symptoms, there is almost no medicine to treat. This kind of marketing is simply seeking a dead end. Besides, do not believe in the following marketing misconceptions:

（10）(1) Observing the actions of opponents is a shortcut to capturing marketing opportunities. Understanding the opponent's actions and their effectiveness is indeed an important marketing technique, but don't just focus on one aspect.

（11）(2) Market share determines profitability. Enterprises must always strive to be market leaders. In fact, market share is neither king nor queen. On the positive side, it roughly reflects the return on investment; From a negative perspective, it misleads companies towards decline. It is crucial not to confuse it with factors that have real value, namely investment return rate.

（12）(3) The era of brand loyalty has come to an end. A brand not only means the name of a product, but also records a brief history of the product's success, performance, and excellent quality, which is why people flock to it. From this perspective, brand loyalty and vitality remain.

（13）The inference behind the view that high-quality products must be provided is that the better the quality, the greater the likelihood of marketing success. However, investing in achieving perfection in quality may not necessarily be the best strategy. Enterprises should seek the best balance between the needs and desires of customers and the existing resources of the company

（14）The production capacity and the cost required to maintain quality standards.

15) Expanding product lines is the least risky way to promote new products. Brand extension strategies often contain huge market potential, because a strong brand can quickly gain market recognition for extended products, thus saving advertising and promotional expenses. This is also a traditional method used to consolidate the brand or market, maintain sales volume and profit levels as the core brand gradually matures. But brand extension also carries risks, for the following reasons: firstly, the failure of a certain product can damage the brand and damage the reputation of the core brand; Secondly, even if the new product performs well, the core brand may not necessarily be suitable for it, and vice versa; Furthermore, excessive use can cause the core brand to lose its unique positioning in the minds of consumers, leaving behind only a bunch of seemingly similar but loosely connected brands.

The more attractive a product is, the more likely it is to succeed. This is a common misconception, and a research result shows that the most attractive product concept is often the least profitable. It is very likely that your new product is very attractive, but the cost is too high, so you don't want to make money, or in other words, you don't want to make big money. So it is necessary to analyze each link. Marketing Strategy Broadcast Editor

1、 Efficiency priority strategy: The top motivation among Chinese consumers to purchase is the pragmatic motivation. To achieve success in any marketing, the first thing is to have a product with good efficacy. Therefore, the primary strategy in marketing is the efficacy first strategy, which considers the efficacy of the product as the primary factor affecting marketing effectiveness, and prioritizes the quality and efficacy optimization of the product.

2、 Price fit strategy: The positioning of prices is also an important factor affecting the success or failure of marketing. For Chinese consumers who have a strong mentality of seeking truth and honesty, the price directly affects their purchasing behavior. The so-called conformity means that the price of a product must be recognized by the general public of the consumer group targeted by the product; The second is that the value of the product should be comparable to the prices of many products of the same type; Thirdly, after determining the sales price, the profit margin obtained should be comparable to that of many operators operating similar products.

3、 Brand enhancement strategy: The so-called brand enhancement strategy refers to the strategy of improving and enhancing the various elements that affect the brand, and enhancing brand awareness and reputation through various forms of promotion. Enhancing the brand requires both quantity and quality. Seeking quantity means constantly expanding popularity and seeking quality, that is, constantly improving reputation.

4、 Stimulation source strategy: The so-called stimulation source strategy is to regard consumers as the source of marketing, continuously stimulate consumer purchasing needs and desires through marketing activities, and achieve the strategy of serving consumers to the maximum extent possible. 5、 Embodiment strategy: Embodiment strategy is a strategy that uses the fact that real people use a certain product to produce good results as a case, and spreads it to other consumers through promotional means to stimulate their purchasing desire. The usual forms of using real-life strategies include tabloids, promotional activities, and case TV programs.

5、 Media combination strategy: The media combination strategy is to use various advertising media to promote the brand in a reasonable proportion, stimulate consumer purchasing desire, and establish and enhance the brand image.

7、Single appeal strategy: The single appeal strategy is to select the right consumer group based on the efficacy characteristics of the product, and accurately propose

8、 Dynamic marketing strategy: The so-called dynamic marketing strategy is to continuously adjust marketing ideas and improve marketing measures based on changes in various factors in the market, so that marketing activities can dynamically adapt to market changes. The core of dynamic marketing strategy is to grasp the changes in various factors in the market, and to grasp the changes in various factors, research is necessary. The formulation of conditions, broadcasting and editing direction, overall strategic direction, business philosophy, policies, corporate strategy, marketing objectives, etc. are prerequisites for enterprises to formulate marketing strategies and must be adapted to or obeyed. Generally, it is predetermined. For example, marketing goals may not have been set yet, but in the process of formulating marketing strategies, the first thing to be determined is the marketing goals. When determining goals, it is necessary to consider the connection with the overall strategy, so that the goals are in line with the goals of the enterprise and the attitude towards the market and customers clearly defined in the enterprise philosophy. The target marketing objectives should include: quantity objectives, such as sales volume, profit margin, market share, etc; Quality goals: such as improving corporate image, visibility, and acquiring customers; Other goals, such as market expansion, development and sales of new products, promotion of existing products, etc