The term reactive marketing comes from the 5 levels of customer focus model of marketing guru Philip Kotler. It is the second level of customer focus that a company can have. With reactive marketing, a company sells a product and gives the customer the opportunity to call if he or she has questions. You, therefore, provide service through a help desk. Examples of companies that use response marketing are telephone and cable companies. If you want more service from them, you have to pay for this.