Competitors

The marketing concept states that to be successful, a company must provide greater customer value and satisfaction than its competitors do. Thus, marketers must do more than simply adapt to the needs of target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors' offerings in the minds of consumers.

No single competitive marketing strategy is best for all companies. Each firm should consider its own size and industry position compared to those of its competitors. Large firms with dominant positions in an industry can use certain strategies that smaller firms cannot afford. But being large is not enough. There are winning strategies for large firms, but there are also losing ones. And small firms can develop strategies that give them better rates of return than large firms enjoy.

Partnering with marketing intermediaries: Coca-Cola provides its retail partners with much more than just soft drinks. It also pledges powerful marketing support.

Public

Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.

Publics: The Avon Foundation's long-running Walk for Breast Cancer efforts recognize the importance of community publics. Sponsored by the well-known direct marketer of cosmetics and beauty-care products, the campaign dramatically impacts the lives of millions affected by breast cancer.
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