Definition: [dɪˈfɛnsɪv ˈmɑrkətɪŋ] provides for retention of occupied positions in the market with preservation of the existing stake. This policy is chosen by companies with a satisfactory market position and a lack of financial resources for an active offensive. This type of development requires attention to scientific and technical issues. It is dangerous that unnoticed new developments and inventions of competitors can undermine the positions of the defending firm.
Defensive Marketing In a Sentence:
- An enterprise can choose independently offensive or defensive marketing strategies, but the retreat strategy is a forced measure aimed at reducing costs and winding up the business.
- The enterprise that has chosen defensive marketing strategy pursues a policy of strengthening the position of the goods through enhanced advertising, flexible price policy, quality protection and the like. Experts do not consider such methods the best solution, because in a dynamic market any product will sooner or later become out of fashion, become obsolete or will be replaced by a more successful analog.
Synonyms and related words: defensive strategy, offensive marketing, retention of the market share