Hardly ever we see marketing sites act with competitive analysis. Marketing concerns understanding competition as well. But not just listing off who the opponents are. It stands for considering their competitive feedbacks, their goals and capabilities. In addition it means realizing competitive forces in an industry.
Quite often companies act as though they were monopolists, as though their competitors were not likely to respond or had little concern about capturing a market. A company should consider long run plans of the competitors and try to predict their acts.