The Marketing strategy is basic to the marketing plan for a firm. It encompasses the art and science of employing the means for achieving established marketing goals. The use of the word "strategy" in reference to the performance of marketing operations has been accepted in general usage during the last twenty years by both business practitioners and educators. It has been borrowed from the military vocabulary where it refers to the art and science of employing the armed strength of a belligerent force to secure the objectives of war. A marketing strategy consists of two distinct and yet interrelated parts: 1. A target market ${cdots}{cdots}$a fairly homogeneous group of customers to whom a company wishes to appeal. 2. A marketing mix ${cdots}{cdots}$ the controllable variables which the company combines to satisfy this target group.get group.