 | Chapter Objectives
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Chapter 2 - Objectives
- Describe the three organizational levels of strategy and how they relate to each other and the marketing function.
- Describe why business, mission, culture, and goals are important in organizations.
- Understand how organizations set strategic directions by assessing where they are now and seek to be in the future.
- Describe the strategic marketing process and its three key phases: planning, implementation, and control.
- Explain how the marketing mix elements are blended into a marketing program.
- Describe how marketing control compares actual results with planned objectives and acts on deviations from the plan.
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