If marketing is creating a product offering to meet consumer needs better than competitors, including price, promotion, brand positioning, product and distribution, and marketing tactics are any short-term changes made to any of these to meet better meets customer needs. Then strategic marketing matters as to be successful you need all your marketing activity to pull in the same direction, to be consistent and coherent. With out a strategy that everyone agrees on, the product development team might make the best possible product, but also the most expensive and luxury, the sales team will see an opportunity for a budget version and target that, the promotion people might decide to position the product as young and trendy, with none of these elements working together. Plus, strategy keeps you on a long term path rather than changing every 5 minutes to meet short term opportunities. With so many products available to consumers, you need to be consistent as they haven't got the time or inclination to follow all the changes you're making, Coke stays the same all the time so you know what to expect from Coke. With out a long term strategy brands will start changing to meet the prevailing wind and will confuse consumers.