Marketing Strategies Penetration – Nkjv Bible Essay, Research Paper

Dr.

11/04/99

TR 2:30-3:45

Marketing Strategies

Penetration

Thomas Nelson uses different marketing strategies to penetrate the market to

increase sales. The NKJV Bible is aggressively marketed when the product falls short of

sales goals or the company is trying to break into a new market. They use strategies such

as paying Christian music groups to encourage and sell the Bible while they are on tour

singing. The most important strategy is the NKJV relaunch. This technique is a

promotional that pushes extra advertising through different avenues such as bookstore

displays, magazines (Christian retail and consumer magazines), increasing advertising on

TV/Radio, and direct mailing.

Market Development

The NKJV Bible has covered all the markets that were intended by Thomas

Nelson. Unless something new occurs in the industry they cannot sell there. The product

is at a mature stage of development. They have different market divisions that sell the

Bible all over the world. The International Division sells translated versions into other

languages. The Trade Division sells the NKJV to bookstores everywhere with an

established relationship. The Mass Marketing Division sells the NKJV to businesses,

non-profit and profit, and all ministries. The Direct Division sells the NKJV through

telemarketing and direct mailing.

Product Development

Thomas Nelson is always trying to find out new and improved ways to satisfy the

customer through product development. The Marketing Division team is constantly

studying the market and researching what products they like and how to fulfill consumer

needs. During this process the Publishing Division meets with the Sales Division to find

out what the consumer needs. After this is done they take a new idea to the board. One

of the most recent developments is a new Bible for children that have a night-light so

they can read it at night. Another new product is the girls Bible that has a strap like a

purse. Thomas Nelson is constantly trying to find new ways to satisfy consumer needs

through R&D.

Diversification

Thomas 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 child’s

version, and a Bible for toddlers. They also sell Bibles for certain denominations like the

Catholic Bible and the Greek Orthodox Bible. Each Bible can be found in different age

groups for better understanding and are all printed in different translations such as the

NKJV, NIV, REB, and the NRSV. Thomas Nelson sells many other books for adults and

children, which are mostly Christian-related. The company also sells items like T-shirts,

videos, CD-ROMs, and other things you might find in a gift shop.

Target Markets

Every NKJV Bible that Thomas Nelson sells is targeted different demographically

but sold together to fulfill the needs of all people with no limits. The Bible is targeted to

all ages, incomes, genders, cultures, and races because its key function is to spread the

gospel throughout the world. There is a good portion that targets ministries and

Christians because of their faith and their use of the Bible constantly, but there is also a

good portion that targets people who are unbelievers outside of the church world. The

NKJV Bible is sold and offered all over the world. Thomas Nelson being the largest

Christian communications company in the world. They are a global market

geographically and market their Bibles in all major cities and countries in the world.

You can find these Bibles in bookstores and Christian outlets in all major cities and

countries in the world. Everyone is part of the target market and it doesn’t matter what

kind of activities you are involved in and what interests and opinions you have. Thomas

Nelson focuses on the Christian and Non- Christian secular divisions. The

psychographics of an individual does not exclude them from the target market, but they

do have a division that focuses on fulfilling the needs of the church. People who are

believers or false believers are a big part of the target market who are interested and are

involved in activities that integrate with Bible values, such as church-going and living a

daily Christian life. The behavioristic approach tends to integrate with the

psychographics of the target market. Once again, peoples’ attitudes, beliefs, perceptions,

and personalities don’t exclude them from being part of the target market. People who

believe are just as important as those who don’t believe. Many of the Bibles are sold to

those who believe in God, people who are new in the faith, and people who want to

possibly become Christians. These Bibles are not limited to any certain area or different

kinds of people, the purpose of the Gospel is reach all, because the Lord’s will is that

none perish.