Marketing warfare

MARKETING WARFARE
Marketing warfare is a term used to describe some of the techniques and tactics marketeers use in their everyday language. There are two types of force a business can use against it's competition. The first is offensive attack and the second is defensive attack.

The Four Types of Marketing Warfare

Defensive:
Only for the leader. Attack yourself is the best way. Block strong competitor moves.

The Four Types of Marketing Warfare

Offensive:
Only for and also-ran. Find a weakness in the leaders strength. E.g.: Long queue.

Flanking:
Uncontested area.

The Four Types of Marketing Warfare

Guerilla:
Find a segment in the market small enough to defend. Never act like the leader. Develop Allies. Be prepared to bug out at a moments notice.

DEFENSIVE MARKETING WARFARE

Defensive marketing strategy involves employing those tactics and strategies to maintain the market share a company has already achieved. There are many ways a company can maintain it's market share.

important guidelines for defensive marketing warfare

1.Only the market leader should consider playing defense. 2.The best defensive strategy is the courage to attack yourself. 3.Strong competitive moves should always be blocked.

five techniques for defensive strategy

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FortificationFortifications are military constructions and buildings designed for defence in warfare and military bases. Humans have constructed defensive works for many thousands of years, in a variety of increasingly complex designs.

2. counter attack The general objective is to negate or thwart the advantage gained by the enemy during attack, whilst the specific objectives typically seek to regain lost ground or destroy the attacking enemy

3. mobile defense

One of the defence strategies by a market leader I the wake of attack from a market challenger. Here the market leader stretches its domain over new territories that can serve as future centers for defence and offense. It spreads through market broadening and market diversification.

4.strategic retreat Strategic retreat represents a partial solution to the bitter-end problem. When confronted with a losing situation, the losing party accepts defeat in a way which allows them to preserve as much of their resources as possible.

5.position defense one of the marketing strategies adopted by a market leading firm to defend its position in the wake of attack by the market challenger. Position defense strategy involves building superior bran power, making the brand almost impregnable.

Is Marketing Really War?

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Marketing is like a football match. You cant run straight to score the goal (make more sales!) War belongs to the province of business competition, which is also a conflict of human interests and activities: Karl von Clausewitz. War without bloodshed? Ethical Considerations in Marketing

Responsibilities of the Marketer

Marketers must accept responsibility for the consequences of their activities and make every effort to ensure that that their decisions, recommendations and actions function to identify, serve and satisfy all relevant publics: Customers, organizations, and society.

Responsibilities of the Marketer

Marketers Professional Conduct must be guided by:
The basic rule of professional ethics: Not knowingly to do harm; The adherence to all applicable laws and regulations; The accurate representation of their education, training, and experience; and The active support, practice, and promotion of this Code of Ethics.

Honesty and Fairness

Marketers shall uphold and advance the integrity, honor, and dignity of the marketing profession by:

Being honest in serving customers, clients, employees, suppliers, distributors, and the public; Not knowingly participating in conflict of interest without prior notice to all parties involved; and Establishing equitable fee schedules including the payment or receipt of usual, customary and/or legal compensation for marketing exchanges.

Rights and Duties of Parties in the Marketing Exchange Process

Participants in the marketing exchange process should be able to expect that:

Products and services offered are safe and fit for their intended uses; Communications about offered products and services are not deceptive; All parties intend to discharge their obligations, financial and otherwise, in good faith; and Appropriate internal methods exist for equitable adjustment and/or redress of grievances concerning purchases.

In the Area of Product Development and Management

Disclosure of all substantial risks associate with product or service usage; Identification of any product component substitution that might materially change the product or impact on the buyers purchase decision; Identification of extra cost-added features.

In the Area of Promotions

Avoidance of false and misleading advertising; Rejection of high-pressure manipulations, or misleading sales tactics; Avoidance of sales promotions that use deception or manipulation.

In the Area of Distribution

Not manipulating the availability of a product for the purpose of exploitation; Not using coercion in the marketing channel; Not exerting undue influence over the resellers choice to handle a product.

In the Area of Pricing

Not engaging in price fixing; Not practicing predatory pricing; disclosing the full price associated with any purchase.

In the Area of Marketing Research

Prohibiting selling or fundraising under the guise of conducting research; Maintaining research integrity by avoiding misrepresentation and omission of pertinent research data; Treating outside clients and suppliers fairly.

Organizational Relationships
Marketers should be aware of how their behavior may influence or impact the behavior of others in organizational relationships. They should not demand, encourage, or apply coercion to obtain unethical behavior in their relationships with others, such as employees, suppliers, or customers.

Organizational Relationships
Apply confidentiality and anonymity in professional relationships with regard to privileged information; Meet their obligations and responsibilities in contracts and mutual agreements in a timely manner; Avoid taking the work of others, in whole or in part, and representing this work as their own or directly benefiting from it without compensation or consent of the originator or owner; Avoid manipulation to take advantage of situations to maximize personal welfare in a way that unfairly deprives or damages the organization of others.

THANK YOU