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    Defensive Marketing Warfare Strategies

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    Defensive marketing warfare strategies are designed to protect a company's market share, profitability, and brand positioning. There are five fundamental principles, including always countering an attack with equal or greater force and defending every important market. The main types of defensive strategies are position defense, mobile defense, and flank position. Position defense involves fortifying around a product or market, while mobile defense uses constantly shifting tactics to present a moving target. Flank position strengthens competitive position in a segment to deter flanking attacks.

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    Defensive Marketing Warfare Strategies

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    price_na123
    525 views3 pages
    Defensive marketing warfare strategies are designed to protect a company's market share, profitability, and brand positioning. There are five fundamental principles, including always countering an attack with equal or greater force and defending every important market. The main types of defensive strategies are position defense, mobile defense, and flank position. Position defense involves fortifying around a product or market, while mobile defense uses constantly shifting tactics to present a moving target. Flank position strengthens competitive position in a segment to deter flanking attacks.

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    Defensive marketing warfare strategies are designed to protect a company's market share, profitability, and brand positioning. There are five fundamental principles, including always countering an attack with equal or greater force and defending every important market. The main types of defensive strategies are position defense, mobile defense, and flank position. Position defense involves fortifying around a product or market, while mobile defense uses constantly shifting tactics to present a moving target. Flank position strengthens competitive position in a segment to deter flanking attacks.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    525 views3 pages

    Defensive Marketing Warfare Strategies

    Uploaded by

    price_na123
    Defensive marketing warfare strategies are designed to protect a company's market share, profitability, and brand positioning. There are five fundamental principles, including always countering an attack with equal or greater force and defending every important market. The main types of defensive strategies are position defense, mobile defense, and flank position. Position defense involves fortifying around a product or market, while mobile defense uses constantly shifting tactics to present a moving target. Flank position strengthens competitive position in a segment to deter flanking attacks.

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    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
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    Defensive marketing warfare strategies

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    Marketing
    Key concepts
    Product / Pricing / Promotion
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    Brand management
    Account-based marketing
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    Marketing strategy
    Marketing management
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    In marketing and strategic management, marketing warfare strategies are a type of


    marketing strategy that uses military metaphor to craft a businesses strategy. See
    marketing warfare strategies for background and an overview. Defensive marketing
    warfare strategies are a type of marketing warfare strategy designed to protect a
    company's market share, profitability, product positioning, or mind share.

    [edit] Fundamental principles


    There are five fundamental principles involved:

    1. Always counter an attack with equal or greater force.


    2. Defend every important market.
    3. Be forever vigilant in scanning for potential attackers. Assess the strength of the
    competitor. Consider the amount of support that the attacker might muster from
    allies.
    4. The best defense is to attack yourself. Attack your weak spots and rebuild
    yourself anew.
    5. Defensive strategies should be the exclusive domain of the market leader.

    [edit] Types of defensive strategies


    The main types of defensive marketing warfare strategies are:

    • Position defense - This involves the defense of a fortified position. This tends to
    be a weak defense because you become a “sitting duck”. It can lead to a siege
    situation in which time is on the side of the attacker, that is, as time goes by the
    defender gets weaker, while the attacker gets stronger. In a business context, this
    involves setting up fortifications such as barriers to market entry around a
    product, brand, product line, market, or market segment. This could include
    increasing brand equity, customer satisfaction, customer loyalty, or repeat
    purchase rate. It could also include exclusive distribution contracts, patent
    protection, market monopoly, or government protected monopoly status. It is best
    used in homogeneous markets where the defender has dominant market position
    and potential attackers have very limited resources.
    • Mobile defense - This involves constantly shifting resources and developing new
    strategies and tactics. A mobile defense is intended to create a moving target that
    is hard to successfully attack, while simultaneously, equipping the defender with a
    flexible response mechanism should an attack occur. In business this would entail
    introducing new products, introducing replacement products, modifying existing
    products, changing market segments, changing target markets, repositioning
    products, or changing promotional focus. This defense requires a very flexible
    organization with strong marketing, entrepreneurial, product development, and
    marketing research skills.
    • Flank position - This involves the re-deployment of your resources to deter a
    flanking attack. You protect against potential loss of market share in a segment,
    by strengthening your competitive position in this segment with new products and
    other tactics. (see flanking marketing warfare strategies)
    • Counter offensive - This involves countering an attack with an offense of your
    own. If you are attacked, retaliate with an attack on the aggressor’s weakest point.

    [edit] Lists of related topics


    • Strategic management
    • Marketing strategies
    • Strategic planning
    • Marketing warfare strategies
    • Offensive marketing warfare strategies
    • Flanking marketing warfare strategies
    • Guerrilla marketing warfare strategies
    • List of marketing topics
    • List of management topics
    • List of economics topics
    • List of finance topics
    • List of accounting topics

    Retrieved from "http://en.wikipedia.org/wiki/Defensive_marketing_warfare_strategies"


    Categories: Marketing | Marketing strategies and paradigms | Strategic management

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