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Traditional marketing is zeroed in on being consumer orientated. There is no doubt that with proper marketing research, what consumers want can be an invaluable tool for successfully selling a product. There is another way for a comapany to be successful in its marketing. That way or method is often called becoming competitor orientated. The forefront of this strategy is trying to find any weak points in the positions of competitors. Here is an example of this;

Few fast food reataurants could make any headway against fast food giant, Macdonald's. Their basic money maker was in burgers. British owned Burger King found a weakness in that. Most consumers either knew or were informed by Burger King, that a broiled burger tastes better and is "more healthier" than Mcdonald's fryied burgers.

This is an example of finding a weakness in the position of the fast food giant.

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Q: What is proactive competitor orientation?
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