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Strategic excess capacity may be established to either reduce the viability of entry for potential firms. [5] Excess capacity take place when an incumbent firm threatens to entrants of the possibility to increase their production output and establish an excess of supply, and then reduce the price to a level where the competing cannot contend.
Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events. Inside sales promotion activities include window displays, product and promotional material display and promotional programs such as premium awards and contests. [1] Sale promotions often come in the form of discounts.
Defensive strategy is defined as a marketing tool that helps companies to retain valuable customers that can be taken away by competitors. [1] Competitors can be defined as other firms that are located in the same market category or sell similar products to the same segment of people. [1]
Cannibalization is an important issue in marketing strategy when an organization aims to carry out brand extension.Normally, when a brand extension is carried out from one sub-category (e.g. Marlboro) to another sub-category (e.g. Marlboro Light), there is an eventuality of a part of the former's sales being taken away by the latter.
Pixabay/Public Domain[/caption] 8. Olay. Olay indulged in misrepresenting their product, when they retouched a model’s photo for their eye cream, misleading customers to believe that the cream ...
Sales Promotion is media and non-media marketing communication used for a predetermined limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
Marketing warfare strategies represent a type of strategy, used in commerce and marketing, that tries to draw parallels between business and warfare and then applies the principles of military strategy to business situations, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to territory in dispute.
In commercial organisations, advertising, along with other marketing communications activities, is the ultimate responsibility of the marketing department. Some companies outsource part or all of the work to specialists such as advertising agencies, creative design teams, web designers, media buyers, events management specialists or other ...