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Unformatted text preview: organization) ↓ ↓ ↓ HR Marketing Finance …etc. Organizational foundation (why) Organizational direction (what)-Core values-Business-Mission +-Goals-Organizational Culture -Long term-Short term Competencies: special capabilities, including skills, technologies, and resources that distinguish it from other organizations and that provide value to its customers Competitive advantage: unique strength Strategic Marketing Process: (used to allocate its marketing mix resources to reach its target markets) -Planning Phase Step one: SWOT analysis Step two: Market-product focus and goal setting Step three: Marketing program >Marketing Plan-Implementation Phase-carries out the marketing plan that emerges from the planning phase >Results-Evaluation Phase- compares the results from the implemented marketing program with the marketing plan’s goals to identify the “planning gaps” and take actions to exploit positive deviations or correct negative ones...
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- Management, business fi rm, H R Marketing Finance, ission -Organizational Culture