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Thomas Nelson uses different marketing strategies to penetrate the market toincrease sales The NKJV Bible is aggressively marketed when the product falls short ofsales goals or the company is trying to break into a new market They use strategies suchas paying Christian music groups to encourage and sell the Bible while they are on toursinging The most important strategy is the NKJV relaunch This technique is apromotional that pushes extra advertising through different avenues such as bookstoredisplays magazines Christian retail and consumer magazines increasing advertising onThe NKJV Bible has covered all the markets that were intended by ThomasNelson Unless something new occurs in the industry they cannot sell there The productis at a mature stage of development They have different market divisions that sell theBible all over the world The International Division sells translated versions into otherlanguages The Trade Division sells the NKJV to bookstores everywhere with anestablished relationship The Mass Marketing Division sells the NKJV to businessesnon-profit and profit and all ministries The Direct Division sells the NKJV throughThomas Nelson is always trying to find out new and improved ways to satisfy thecustomer through product development The Marketing Division team is constantlystudying the market and researching what products they like and how to fulfill consumerneeds During this process the Publishing Division meets with the Sales Division to findout what the consumer needs After this is done they take a new idea to the board Oneof the most recent developments is a new Bible for children that have a night-light sothey can read it at night Another new product is the girls Bible that has a strap like apurse Thomas Nelson is constantly trying to find new ways to satisfy consumer needsThomas Nelson has a wide variety of products that help diversify what they sell They sell many different styles of the NKJV Bible such as the adult version a childsversion and a Bible for toddlers They also sell Bibles for certain denominations like theCatholic
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