Fill in the Blanks Reading Market StructureOnline version Read the text and fill in the blanks with the correct word by Nenika Campos 1 unique niche leader market market selling challenger share differentiate proposition market segmentation market market followers In most markets there is a definite : the firm with the largest . This is often the first company to have entered the field , or at least the first to have succeeded in it . In many markets , there is often also a distinct , with the second - largest market share . In the car hire business , the challenger actually advertised this fact for many years : Avis used the slogan " We ? re number two " . We try harder , and got closer to the leader Hertz . The second largest company in an industry can either attempt to attack the leader , or to increase its market share by attacking various . Most of the smaller companies in any industry present no threat to the leader . Many of them concentrate on : selling profitable products that are in some way differentiated from the products of larger companies , and which have growth potential . A smaller competitor which does not its products is in a dangerous position . If its product does not have a , there is no reason for anyone to buy it . This is especially true in recessions when , for psychological reasons , distributors , retailers and customers all prefer to buy from big well - known suppliers .
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