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40 Types of Marketing Risk

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Marketing risk is the potential for losses and failures of marketing. This includes risks related to pricing, product development, promotion, distribution, branding, customer experience and sales. The following are common types of marketing risk.
Brand Dilution
Brand Endorsement Risks
Brand Equity Decline
Brand Identity Theft
Brand Reputation Damage
Channel Conflicts
Competitive Pressure
Compliance Issues
Concentration Risk
Counterfeiting Risk
Customer Churn
Customer Dissatisfaction
Customer Loyalty Decline
Customer Returns
Customer Service Issues
Declining Brand Recognition
Declining Demand
Disputes With Customers
Disputes With Partners
Distribution Failures
Excess Inventory Costs
Increased Customer Acquisition Cost
Increased Price Sensitivity
Loss of Customer Trust
Loss of Pricing Power
Margin Erosion
Market Disruptions
Market Saturation
Market Share Declines
Missed Sales Targets
Negative Brand Image
Negative Publicity
Price Wars
Product Launch Failures
Product Positioning Issues
Product Quality Issues
Sales Declines
Shifts in Consumer Behavior
Social Media Backlash
Supply Chain Disruptions

Brand Risk

Risks related to your brand recognition, brand image and general perceptions of your brand amongst customers. For example, a luxury brand that overextends into many product categories until consumers begin to perceive the brand as having low quality and diminished social status.

Pricing Risk

The risk of pricing issues such as increased price competition or decreased pricing power. This can relate to complex issues such as excess inventory that needs to be cleared at a low price that causes channel conflict.

Customer Risk

Risks related to customer satisfaction, customer experience and shifting customer behavior or perceptions. This can also include risks related to a single customer such as a large account.

Market Risk

Risks related to market conditions including competition, demand, market prices, regulations, costs and exchange rates.


Marketing risk is the potential for issues that prevent you from achieving marketing goals. This can relate to competition, customer behavior, market conditions, brand issues and your operations, sales and customer experience.


Risks related to marketing in areas such as brand, sales, pricing, distribution and customer experience.


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Above The Line
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Alliance Marketing
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Augmented Reality
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Barriers To Entry
Below The Line
Bliss Point
Brand Awareness
Brand Engagement
Brand Identity
Brand Loyalty
Brand Recall
Bricks And Clicks
Business Operations
Business Principles
Business Strategy
Buyer Persona
Call To Action
Channel Conflict
Channel Management
Channel Strategy
Channel Structure
Churn Rate
Competitive Threat
Complex Sales
Conversion Rate
Corporate Governance
Cost Leadership
Cost Per Lead
Customer Advocacy
Customer Analysis
Customer Dissatisfaction
Customer Experience
Customer Interactions
Customer Issues
Customer Journey
Customer Loyalty
Customer Marketing
Customer Motivation
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Figure Of Merit
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Penetration Pricing
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Price Discrimination
Price Economics
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Price Points
Price Sensitivity
Price Skimming
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Pricing Objectives
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Product Development
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Product Identity
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Promotion Strategy
Public Relations
Pull Strategy
Relationship Marketing
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Scarcity Marketing
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Target Market
Test Marketing
Through The Line
Time To Market
Traditional Marketing
Variable Pricing
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Wallet Share
Word Of Mouth
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