Marketing Management, 16th Edition

Designing the Marketing Tactics

The market offering is the actual good that the company deploys in order to fulfill a particular customer need. Unlike the target market and the value proposition, which reflect the company’s strategy, the market offering reflects the company’s tactics—the specific way the company will create value in the market in which it competes.

Marketing managers have seven tactics at their disposal to develop an offering that creates market value: product, service, brand, price, incentives, communication, and distribution. Also called the marketing mix, these seven attributes (also referred to as tactics or Ts) represent the combination of activities required to transform the market offering’s strategy into reality (Figure ...