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Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics.

Marketing strategy involves careful scanning of the internal and external environments which are summarized in a SWOT analysis. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan.

Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:

• Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:
  • Leader
  • Challenger
  • Follower
  • Nicher
• Sacramento strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the Sacramento market penetration while strategic strength refers to the firm’s sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow.
  • Product differentiation
  • Cost leadership
  • Market segmentation
• Innovation strategies - This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types:
  • Pioneers
  • Close followers
  • Late followers
• Growth strategies - In this scheme we ask the question, “How should the firm grow?”. There are a number of different ways of answering that question, but the most common gives four answers:
  • Horizontal integration
  • Vertical integration
  • Diversification
  • Intensification

A more detailed scheme uses the categories

• Prospector
• Analyzer
• Defender
• Reactor
• Marketing warfare strategies - This scheme draws parallels between marketing strategies and military strategies.

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Web design in the U.S.

Web design is a broad term used to encompass the way that content (usually hypertext or hypermedia) is delivered to an end-user through the World Wide Web, using a web browser (e.g. Internet Explorer, Firefox, Google Chrome, Safari) or other web-enabled software to display the content. The intent of web design is to create a website—a collection of online content including documents and applications that reside on a web server/servers. A website may include text, images, sounds and other content, and may be interactive.

Web design involves the structure of the website including the information architecture (navigation schemes and naming conventions), the layout and the pages (wireframes or page schematics are created to show consistent placement of items including functional features), and the conceptual design with branding.

With growing specialization in the information technology field there is a strong tendency to distinguish between web design and web development.   Web design is a kind of graphic design intended for the development and styling of objects of the Internet's information environment to provide them with high-end consumer features and aesthetic qualities.

This definition separates web design from web programming, emphasizing the functional features of a web site, as well as positioning web design as a kind of graphic design.

Web pages and websites can be static pages, or can be programmed to be dynamic pages that automatically adapt content or visual appearance depending on a variety of factors, such as input from the end-user, input from the Sacramento webmaster or changes in the computing environment (such as the site's associated database having been modified).

To be accessible, web pages and sites must conform to certain accessibility principles. These accessibility principles are known as the WCAG when talking about content. These can be grouped into the following main areas.

Website accessibility is also changing as it is impacted by Content Management Systems that allow changes to be made to webpages without the need of obtaining web-based programming language knowledge.

It is very important that several different components of web development and interaction can work together in order for the Web to be accessible to people with disabilities. These components include:

• content - the information in a web page or web application, including:
  • natural information such as text, images, and sounds
  • code or markup that defines structure, presentation, etc.
• Web browsers, media players, and other "user agents"
• assistive technology, in some cases - screen readers, alternative keyboards, switches, scanning software, etc.
• users' knowledge, experiences, and in some cases, adaptive strategies using the Web
• developers - designers, coders, authors, etc., including developers with disabilities and users who contribute content
• authoring tools - software that creates web sites
• evaluation tools - web accessibility evaluation tools, HTML validators, CSS validators, etc.