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The market-oriented routes in the Ansoff Matrix refer to strategies focused on existing and new markets, specifically through market penetration and market development. Market penetration aims to increase market share within existing markets by enhancing sales of current products, while market development involves introducing existing products to new markets. These strategies help businesses leverage their current offerings to maximize growth opportunities without changing the product itself. Overall, the matrix provides a framework for assessing growth strategies based on market and product dynamics.

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