MIPC Marketing Practice Test 2026 - Free Marketing Practice Questions and Study Guide

In marketing strategy, a company that is not the leader but is the second in sales or one that follows the leader is called a market follower. This term describes firms that trail the market leader, often mimicking successful moves or competing on value rather than trying to dominate with new innovations. A market follower tends to focus on efficient operations, strong distribution, and targeted offerings to win customers the leader isn’t serving as effectively, rather than trying to outspend the leader in branding or product development.

The other terms don’t fit this description. The market leader is the top firm in the market, which isn’t what’s described. Market position refers to how a company is perceived relative to competitors, not specifically the rank of sales. Market share is a numeric portion of total sales, not a label for a firm’s strategic posture.