Marketing strategy, part of an organization’s marketingplanning process, is a firm’s overall plan for selecting and meeting the needs of TARGET MARKETS. Marketing planning begins with comparing opportunities against the firm’s resources, then developing objectives and strategies to meet those objectives. Tactical plans for implementation and control are used to outline how the objectives will be achieved. When developing marketing strategies, firms spend considerable effort evaluating potential target markets— groups of buyers toward whom the firm directs its efforts. Target markets are usually defined by MARKET SEGMENTATION— division of the total market into smaller, more homogeneous groups. Different marketing strategies are developed for each market segment, which involves adjusting the firm’s marketing mix: its pricing, SALES PROMOTION, PRODUCT, and distribution strategies for different groups of consumers. For example, the primary target markets for this encyclopedia are high school and college libraries. The product is a reference book, not likely to be purchased by individuals. The publisher, Facts On File, is a major provider of reference materials for these target markets. Being a known, credible publisher will facilitate acceptance of this encyclopedia in this target market. Additionally, the publisher knows from experience what pricing strategy is appropriate and has existing promotion and distribution strategies for these markets. A second target market for this book is libraries in other countries. Because of the emphasis on institutions and organizations of American business, this book would be an excellent resource for students and businesspeople wanting to learn about U.S. business practices. For the publisher, this target market will involve evaluating a variety of marketing questions. For example, are international libraries more or less price-sensitive? How is the book promoted to international libraries, DIRECT MAIL, PERSONAL SELLING, or industry TRADE SHOWS? Would having distributors in the major countries facilitate distribution? Should the product or title be changed for different international markets? Firms moving into international markets face the problem of GLOBALIZATION versus customization. Should the firm use strategies that treat the world as a single market or adjust for local and regional differences? Global strategies are cheaper, requiring few changes in product and promotion. Because the United States is the largest market in the world, and because U.S. BRANDS and cultural norms heavily influence consumers around the world, global marketing strategies often work for U.S. companies. But colors, symbols, and language can have different meanings in different cultures. A now-defunct U.S. airline once used a band of purple around the cockpit of their planes as part of their color scheme. In South American countries, consumers interpreted the purple band as a funeral shroud and refused to board the plane. The swastika, a reviled symbol of Nazism in Europe and the Americas, is the symbol of the four elements of the earth in Indonesia. Recognizing cultural differences, marketers often adjust their marketing strategies for local conditions. In many countries, homes have smaller kitchens and less storage space, and U.S. companies have found that large containers at reduced per-unit costs are not accepted in many markets. Similarly, U.S. measurements and container sizes must be adjusted for ISO STANDARDS. Nonprofit organizations also create and adapt marketing strategies. Because such groups target both clients and supporters, their marketing strategies will likely be quite different for each group. Often a difficult part of nonprofit marketing is effectively communicating with the people towards whom the organization intends to direct its efforts.