Marketing can be seen as an effective way to communicate the value and purpose of a product or service to customers and consumers; with the main purpose of selling that product or service. However, there are many different types of strategies that are uniquely dispersed across different ranges of the marketing spectrum. The purpose of this research paper is to define marketing strategy, briefly understand how to create a marketing strategy, and analyze different types of marketing strategies at various business levels. Marketing strategy is defined as the result of an in-depth market analysis, which combines all the objectives of a company or business into one comprehensive plan. An effective marketing strategy must be derived from fundamental research of the markets in which it resides; focusing on the correct product mix to extract the maximum potential profit with maximum possibility. In today's society, the concept of marketing can be seen as the philosophy in which companies analyze the needs of their customers and create decisions based on which to satisfy those needs. There are several ways to create a marketing strategy; however, at the beginning of everything a company must understand the various factors within and surrounding the main objection. These factors need to be taken into consideration even before reaching consumers. Understanding environments is the fundamental principle by which a marketing strategy can be determined. There are two environmental factors regarding this principle: the internal and external marketing environment. Internal marketing environmental factors include all activities within the marketing company. Within a marketing company there are a number of factors that will determine… the center of the paper… the market. Works Cited Subhash C. Jain, (1994) “Marketing Planning and Strategy”. Prentice Hall International Kotler, Philip and Kevin Lane Keller (2006) “Marketing Management.” Upper Saddle River, New Jersey: Pearson, Prentice Hall.Liisa Valikangas, Uolevi Lehtinen, (1994) "Strategic Types of Service and International Marketing", International Journal of Service Industry Management, Vol. 5 Iss: 2Roger Brooksbank, (1994) "The anatomy of marketing positioning strategy", Marketing Intelligence and Planning, Vol. 12 Iss: 4John F. Tanner, Mary Anne Raymond “Principles of Marketing”, Clemson UniversityThe Concept of Marketing. Retrieved from: http://www.netmba.com/marketing/concept/The Six External Environmental Forces That Can Affect Your Business. Retrieved from: http://mymarketingnotebook.blogspot.com/2012/11/the-six-6-external-environmental-forces.html