Which Component Of The Marketing Planning Hierarchy Is Considered To Be Tactical?

Solution To The Multiple Choice Question (MCQ) With Brief Explanation

The correct answer of this MCQ Question is “(a). Marketing Mix Plans”, as marketing mix plans are tactical marketing plans which specify actions plans involving 7Ps of marketing mix such as product, price, place, promotion, people, process and physical evidence to apply overall strategy in order to achieve the strategic marketing objectives.

Marketing Planning is the overall strategy (or corporate strategy) a company adopt to achieve objectives and goals of the organization while Tactics are specific course of actions executed / accomplished to achieve overall objectives and goals set in the marketing planning. For example, if the company marketing strategy is to sell cheaper product e.g., rice to its customers, then the marketing manager may adopt discount policy to sell rice at cheaper price at different places according to geographical segmentation i.e., in the south region, if the customers buy 5 kg rice, then 20% discount is given on the total price. This is the long term strategy and continues until the purpose for which it is prepared are accomplished. This corporate strategy is accomplished through small goals applied at functional level or tactical level.

Marketing Strategy or Planning takes place at top level management such as at owners and directors levels i.,e., CEO (Chief Executive Officer) makes planning, while tactical marketing takes place at middle or intermediate level management to coordinate the activities of both top level management and operational or lower level management to achieve the corporate strategy.