The owner of Fiori Flower and Gift Shop suspects that its regular customers are now buying flowers at a nearby supermarket. It would be appropriate for the owner to institute________ marketing.

The appropriate term to apply in this scenario is defensive marketing. This strategy is implemented when a business seeks to protect its market share against competitors, particularly when they notice a shift in consumer behavior, such as regular customers choosing alternatives. In this case, the Fiori Flower and Gift Shop owner recognizes the risk of losing customers to the nearby supermarket, which prompts the need for defensive marketing tactics.

Defensive marketing may involve a variety of strategies, such as improving customer loyalty programs, enhancing product offerings, adjusting pricing strategies, or increasing marketing communication to remind customers of the unique value that the shop provides, compared to purchasing flowers at a supermarket. By proactively addressing these competitive threats, the owner can work to retain their customer base and maintain their position in the market.

Other terms, while reminiscent of distinct strategies, do not accurately fit this situation as closely as defensive marketing does. Offensive marketing typically implies an aggressive push into new markets or attacking competitors directly, which is not the focus here. Reactive marketing suggests responding to customer behavior after it occurs, while proactive measures are more aligned with defensive tactics in this context. Aggressive marketing might involve high-energy promotions or campaigns but lacks the focus on preserving existing customer relationships that defensive marketing emphasizes.