trategy development process involve (a) assessing the opportunities and threats in the company's external environment, (b) assessing the company's internal strengths and weaknesses, (c) refining market definitions and market segmentations, (d) developing the goals necessary to attain the company's marketing objectives, (e) developing the strategies required to allow the company to attain its marketing goals, (f) assigning responsibilities within the company for the attainment of specific marketing goals, (g) establishing control and monitoring processes, and (h) establishing precise procedures for evaluating the results of the implemented marketing strategies (Strickland, 2002).
The strategic marketing process is concerned with the interactive relationships between a marketing organization and its environments and with the functional decisions required in order for a marketing organization to be able to interact effectively with its environments. Two major analytical tools are used effectively by successful marketers. These
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