Title: Explain the importance of a comprehensive marketing strategy.
Course: Marketing Management (12166) > Section: Developing the Marketing Strategy

Explanation should include a definition of marketing strategy and description of its use in a business. The marketing strategy should address the following:

- Where the business is now
- What the business’s goals are
- Where the business intends to go in the future
- How the business’s goals are aligned both with customers’ needs and with sustaining the business.

Process/Skill Questions:

- Why is strategic planning important to a marketing manager?
- What role does market research play in developing an overall marketing strategy?
- How is a strategic plan affected by measured outcomes?
- How does one determine whether the plan is successful?
- Why is it important to have goals aligned with customer needs?
- Why is it important to analyze the current status of the business before planning future steps?