Marketing defense expert witnesses may opine on competition and marketing strategy. The American Marketing Association Board of Directors defines marketing defense:
The strategic moves that attempt to minimize or deter threatening actions by existing or potential competitors. Strategic moves can deter all or some of the prospective challengers by making the profit prospects so unattractive and risky that market share gains are not worth pursuing. Deterrence strategies include the following: (1) signaling intentions to defend, (2) foreclosing avenues for attack by building barriers to entry or mobility, (3) increasing entry costs or investments, and (4) reducing market attractiveness by lowering prices. If challengers cannot be deterred, then the purpose of market defense is to contain challengers’ moves and minimize the damage.