MARKET OPPORTUNITY ANALYSIS

AND CONSUMER ANALYSIS

STRATEGIC Marketing
versus
TACTICAL Marketing
• refers to the content of a marketing campaign,
what the information is, how the information is
presented and whom the company is targeting
that information.
• is all about taking time to understand the
customer, what is important to the customer and
why he purchases specific items.
• allows companies to provide a solution to a
customer’s needs.
Know the Customer
A company first needs to know their target
customer. Without this information, the marketing
campaign cannot successfully entice the customer
to take an action.
Knowing the target customer gives an edge to be
able to implement a successful marketing
campaign.
 • refers to the actions a
company takes in order
to market a product.

• generating leads, placing ads, • is the way the product

building websites, creating
brochures and other mailings
is placed in front of
and implementing a follow-up potential customers.
system
Engage the Customer
Once a company understands the target customer,
the next step is to place the product in front of
the customer in a way that demands results.
Understanding the customer allows the company to
expose the customer to the product in a way that
she responds to and in a way that is tailored to fit
her needs.
Combine these Strategies
The marketing campaigns that accomplish their
goals are generally the ones that combine both
strategic and tactical marketing
Chapter 3.2 The Marketing Envir
onment.pptx