Marketing Strategy

Marketing strategy seeks to target specific consumers with messages that are most likely to draw their attention (excellent moves, novelty, unexpected plans). It involves seasonal advertising and special promotions as tactics to achieve market dominance. Other tactics that affect market position for a company are acquiring competing companies, becoming the exclusive distributor for popular brands and using pricing tactics to attract customers. Microsoft and Apple are, again, examples of marketing strategy and tactics. Microsoft dominated the market for word processing, spreadsheet, database and email software, making it the most useful to business needs. Apple dominated the graphic design market, which also gave Apple products an excellent reputation among the people who designed and produced graphic media, providing Apple products with an excellent word-of-mouth reputation. They also donated Apple computers and software to schools so children learned on Apple products and hopefully would buy them as adults.