Signature Page Ask Ms A

Signature Page "Ask Ms. A"

Businesses that succeed, do so by being creative and generating turn-around customers.
They do this by providing better value for the customer than the competition. Marketing
management constantly have to assess which customers they are trying to reach and how
they can design products and services that provide better value (“competitive advantage”)
www. Tutor2. The main problem with this process is that the “environment” in which
businesses operate is constantly changing. So a business must adapt to reflect changes in the environment and make decisions about how to change the marketing mix in order to
succeed. This process of adapting and decision-making is known as marketing planning.
Strategic planning is concerned about the overall direction of the business. The objective
of a strategic plan is to set the direction of a business and create its shape so that the
products and services it provides meet the overall business objectives. Marketing has a
key role to play in strategic planning, because it is the job of marketing management to
understand and manage the links between the business and the “environment.” Why is
marketing planning essential? Businesses operate in hostile and increasingly complex
environment. The ability of a business to achieve profitable sales is impacted by dozens
of environmental factors, many of which are inter-connected. It makes sense to try to
bring some order to this chaos by understanding the commercial environment and bringing some strategic sense to the process of marketing products and services.