2 in the planning phase of the strategic marketing process consists of
A) the situation (SWOT) analysis.
B) market-product focus and goal setting.
C) the marketing program.
D) business portfolio analysis.
E) diversification analysis.

Question

Quizplus · Accepted Answer

In the planning phase of the strategic marketing process, step 2 involves market-product focus and goal setting. This step involves analyzing the market and identifying target audiences, determining the company's marketing mix, and setting specific and measurable marketing goals. SWOT analysis (choice A) and business portfolio analysis (choice D) are steps in the first phase of the strategic marketing process (the situation analysis phase), while diversification analysis (choice E) is typically not a step in the strategic marketing process. The marketing program (choice C) is the third and final phase.

2 in the Planning Phase of the Strategic Marketing Process