Marketing strategies can be seen as the means, or `game plan', by which marketing objectives will be achieved and, in the framework that we have chosen to use, are generally concerned with the 4 Ps. Examples are:

PRODUCT

• developing new products, repositioning or relaunching existing ones and scrapping old ones
• adding new features and benefits
• balancing product portfolios
• changing the design or packaging

PRICE

• setting the price to skim or to penetrate
• pricing for different market segments
• deciding how to meet competitive pricing

PROMOTION

• specifying the advertising platform and media
• deciding the public relations brief
• organizing the salesforce to cover new products and services or markets

PLACE

• choosing the channels
• deciding levels of customer service

In principle, these strategies describe how the objectives will be achieved. The 4 Ps are a useful framework for deciding how the company's resources will be manipulated (strategically) to achieve the objectives.