It is a marketing strategy that focuses on promoting goods and services by comparing their features and advantages with their competitors in the market. The goal is to show the superiority or distinct benefits of the good or service compared to other options available to customers.

Characteristics of competitive marketing:
1. Competitor analysis: requires continuous study of competitors' products and marketing methods.
2. Direct comparison: depends on directly comparing products or services with those offered by competitors.
3. Identifying gaps: aims to identify the strengths and weaknesses of competitors' offerings and improve the company's own offering.
4. Targeted marketing: focuses on showing how the product or service can provide added value or solve problems better than its competitors.

Benefits and features of competitive marketing:
1. Brand differentiation: helps highlight the advantages of the product or service and its superiority over competitors.
2. Increasing awareness: can lead to increased brand awareness by focusing on a positive comparison.
3. Improving offers: leads to continuous improvement in products and services based on competitor analysis.
4. Stimulating innovation: encourages companies to develop new innovations to improve their competitive advantages.

Disadvantages of competitive marketing:
1. Over-focus on competitors: may lead to ignoring improvements that can be made to the product or service itself.
2. Legal risks: Using inaccurate or unfair information about competitors may result in legal problems.
3. Negative marketing: Focusing on competitors' flaws may be viewed negatively by customers.
4. Marketing costs: may require additional efforts and resources to collect and analyze competitor information.

Modern examples of Arab companies:
- Orange Egypt: uses competitive marketing through advertisements that highlight the advantages of its communications services compared to other companies such as Vodafone and Etisalat.
- SABIC Group: focuses its efforts on comparing the quality of its chemical and plastic products with its global competitors to strengthen its position in the market.
- Almarai Company: markets its food products by comparing the quality and variety features with companies such as "Nadec" and "Palm".

Competitive marketing is a strategy that relies on comparing products with competitors to clarify their advantages and superiority. It is characterized by the need for continuous analysis of competitors and identification of gaps in the market, but it may result in excessive focus on competitors and additional marketing costs. Arab companies such as Orange Egypt and Almarai use this strategy to differentiate their offers and strengthen their position in the market.