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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.
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 ]
Companies can seek to cannibalise their own market shares through market cannibalism (or corporate cannibalism in this particular case), for two predominant reasons: gaining an overall greater market share within a same category of products at the expense of losing a single well established product's market share, or simply because they believe the second product will sell better than the first.
While companies attempt to put on a friendly face to entice customers, things are often different behind the scenes as evidenced by 11 companies that caught lying to the public or deceived customers.
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.
Fake news websites are those which intentionally, but not necessarily solely, publish hoaxes and disinformation for purposes other than news satire.Some of these sites use homograph spoofing attacks, typosquatting and other deceptive strategies similar to those used in phishing attacks to resemble genuine news outlets.
Comparative advertising, or combative advertising, is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it.
She said her new responsibilities affect the company at a much larger scale, and the job’s stress level has increased. The one thing that hasn’t changed: her pay . While Kay got a bonus ...