Keesha works as a marketing manager for a running shoe company. She has been tasked with implementing a market development strategy. What first step could she take?

To answer this, we need to add the options:

a. Create a discounting program for repeat customers of the shoes. Market the coupon through emails to the existing customer database and on social media.

b. Research the market segments of individuals who might purchase running shoes and compare it to the demographics of the stores existing customers. Identify any customer segments the company is not currently serving.

c. Identify a competitor shoe from a start-up that is reaching an older customer demographic. Work with the R&D team to create a new shoe that will also serve this new market.

d. Work with the R&D team to identify several product innovations and enhancements that would make the running shoes more attractive to existing customers. Develop marketing materials promoting these new features and benefits.  

The correct option is B.

The first step Keesha could take is to research the market segments of individuals who might purchase running shoes and compare it to the demographics of the stores existing customers. Identify any customer segments the company is not currently serving.

Explanation:

First of all, Keesha would need to carry out a research for people who would be interested in purchasing running shoes, because this will aid in target marketing to a specific audience and not just marketing to random people, most of whom may not even be interested in the company's products.

Next would be for Keesha to compare this result to the demographics of the company's existing customers to see if the company has been marketing to the right audience. The result of this will help in forming a marketing plan.

Another thing Keesha would do is search for market segments that the company is not servicing yet, this will be done in order to expand the company's customer base.    

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