| Marketing Strategies |
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A strategy is different than a tactic. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not recommended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of marketing plans designed to reach Marketing objectives. It is important that these objectives have measurable results. A good marketing strategy should integrate an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently. Marketing strategies are partially derived from broader Corporate Strategies , corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of Microenvironmental Factors . Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See Strategy Dynamics . TYPES OF MARKETING STRATEGIES Every marketing strategy is unique, but if we abstract from the individualizing details, each can be reduced into a generic marketing strategy. There are a number of ways of categorizing these generic strategies. A brief description of the most common categorizing schemes is presented below:
: A more detailed schemes uses the categories:
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