What is a marketing strategy?

A marketing strategy is best understood as a comprehensive plan designed to reach target audiences effectively. This involves a thorough understanding of the market, identifying potential customers, and outlining how to engage and communicate with them to achieve specific business objectives. A well-developed marketing strategy encompasses various elements including target market identification, positioning, messaging, and the channels through which the marketing efforts will be executed. It aligns all marketing activities with the overarching goals of the organization, ensuring a unified approach that can enhance brand visibility and ultimately drive sales.

In contrast, a tactic to improve sales in the short term, such as temporary promotions or discounts, does not encapsulate the broader, long-term vision of a marketing strategy. Similarly, methods for employee evaluation or codes of conduct pertain more to internal processes rather than the external engagement with markets. Hence, these options do not fully encompass the essence of what a marketing strategy entails.