Marketing
Marketing Tools : Tactics versus Strategies, and other means
By Denis C.A. de Souza
Introduction : A particular short term marketing method employed to achieve a quick result of sales is called a tactic in marketing world, while a strategy is a longer term method of a comprehensive marketing plan or process, which is devised to achieve a particular purpose or result. A showroom sale would constitute a sales tactic of dramatic reduction of prices to generate quick result of profits, which a promotion to a new brand over eight to twelve months would be a strategy. In a car brand, a promotion would entail an advertisement campaign as well as an in-store promotion.
What is marketing discipline itself then ? If these are some of the tools of that discipline process and relative to markets: The activity of presenting, advertising, and selling a company’s products in the best possible way in a market is called marketing. What is a market then ? A local market is an open area, where people buy and sell goods. There are various markets in the world : a) Local, b) Regional, c) National and d) International ones.
The market dynamics of each type are very different. In a local market people may know each other personally, in a regional market, business relations are over a period of time developed, but not personally. National markets are more like regional ones, but are defined on national borders. And countries trade with each other in an international market, as do multinational companies. Countries even join a trade bloc like European Union.
Marketing Plan : Different marketing plan is required for each of the four of the market types. Local market may not need more than a placard indicating the prices of the wares. Regional and national markets may require employment of both tactic and strategy and international ones would require a comprehensive marketing one. Which tools of marketing would you use, tactic and strategy is depended on your product, market and customers and frame and sophistication, education level and even buying power. A company would require marketing professional with different skills and marketing requirements (experience) depended on what the company deals in a particular market. As required company’s requirements in setting a particular produce or even a given service. Different types of tools are required for both.-End.