After reading this chapter you should be able to:

1. Describe the three organizational levels of strategy.
2. Describe why business, mission, organizational culture, and goals are important in organizations.
3. Explain how organizations set strategic directions by assessing where they are now and seek to be in the future.
4. Describe the strategic marketing process and its three key phases: planning, implementation, and control.
5. Explain how the marketing mix elements are blended into a cohesive marketing program.