Strategic Marketing and Marketing planning process Essay

Strategic Marketing and Marketing planning process - Essay Example Therefore, it can be said that the goal of strategic marketing is in defining the course the business should take in order to achieve its strategic goals. At the same time, unlike tactical marketing, which is focused on strategy implementation, strategic marketing involves actual development of the strategy to be implemented. Based on company’s business objectives, strategic marketing deals with determining who the potential customers are, why they would buy the product or service, what it would take them to purchase and so on (Ignite Marketing Group, LLC, 2009). Consequently, strategic marketing performs such functions as market research and segmentation, targeting, and positioning the product. Completed, these tasks then become the basis for conducting an effective marketing campaign, which, in order to be effective, have be well planned. The marketing planning process, therefore, is the process of planning a marketing campaign for the product or service on the basis of information gathered from market research. However, the very first data to consider in the process of marketing planning is the overall business’ goals and objectives, because the actual goal of marketing is to achieve the set goals (Rooney, 2004). On this matter White and Uva (2000) distinguish three levels of planning activities that help businesses in defining their marketing strategies. According to the authors (White and Uva, 2000), they are: However, the strategic marketing plan, being the link between organization’s objectives and practical implementation of chosen strategies, is an essential element of the planning process, because it determines particular and precise goals and strategies to be implemented to achieve those goals. The very first thing to define in the process of marketing planning is company’s mission, meaning its orientation in the market – what