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Marketing Mix - The 4 Ps "Strategies are broad statements of the action to be taken to achieve the objectives identified in the plan. Marketing strategies are all the methods used by an organization to achieve its long term marketing objectives. They will specify * A target market the group of customers to whom a company wishes to appeal * A marketing mix the controllable variables the company puts together to satisfy this target group. Marketing tactics, on the other hand, are the methods used by the organizations to achieve its short term marketing objectives. Note that the distinction between strategy and tactics is in terms of broad statement/ detailed statement and long term/ short term plans. Both are expressed in terms of the elements of the marketing mix- the 4 Ps. Programmes or plans of action (tactics) Programmes specify what has...

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