Strategic Marketing Process Essay

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Strategic Marketing Process The purpose of this paper is to briefly explore the strategic marketing process, specifically the key phases of planning, implementation, and control. In addition, the application of mixed marketing to create a market segments as well as customer loyalty is equally explored. Several relevant scholarly sources were identified to provide research and information about the strategic marketing process and its evolutionary development from the industrial to the information technological age. Strategic Marketing Process and the Key Phases Tony Proctor, in his book, Strategic Marketing: An Introduction, defines a strategy as a plan that incorporates and integrates an organization’s mission, major goals,…show more content…
Consequently, it is imperative that these essential areas of the organization are developed before pursuing a marketing plan. The marketing plan must also be coordinated with all business functions and tailored for targeting general or specific customer population (Ferrell & Hartline, 2008). This is important because marketing essential about satisfying customer desires and needs, which in turn, permits the organization to achieve its mission (Proctor, 2000). Ferrell and Hartline posit that marketing implementation is essentially putting the marketing strategic plan into action (Ferrell & Hartline, 2008). The elements of marketing implementation include the planned product, pricing, distribution and promotion activities of the organization (Ferrell & Hartline, 2008). Successful implementation includes systems and processes, resources (tangible and intangible), people and leadership. Unquestionably, marketing implementation is critical to the success of an organization (Ferrell & Hartline, 2008). However, its success is predicated on the integration of evaluation and control to measures, which determines if the marketing goal and objectives have been achieved (Ferrell & Hartline, 2008). Marketing Mix in Creating Market Segments Sean de Burca, Teresa Brannick, and Tony Meenaghan, in their article, "A Relationship Marketing Approach to Spectators as Consumers" suggest that "cementing the relationship,
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