The Strategic Marketing Process at Kodak

Effective marketing doesn't just happen. Companies such as Kodak carefully plan the implementation of their marketing strategies to adjust to changes in the environment, the competition, and their customers.

The strategic marketing process represents a set of steps a marketer goes through to develop a marketing plan. A marketing plan is a written document comprised of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the 4 Ps, action programs, and projected or pro-forma income (and other financial) statements. The three major phases of the strategic marketing process are planning, implementation, and evaluation. This exercise focuses on those three phases.

Step 2 - Place each step below in the proper order according to the strategic marketing process. Please note that once you complete this part of the question, you will be unable to adjust your answers.

MAtch these:

Situation analysis

Market-product focus and goal setting

Marketing program

Obtaining resources

Designing the marketing organization

Defining precise tasks, responsibilities, and deadlines

Executing the marketing program

Comparing results with plan to identify deviations

Acting on deviations

With These:

Adjust SBUs in order to free up capital

Set specific goals for each SBU

Digital cameras threaten film business

Roll out ad campaign for new camera

Develop time table for new strategy

Sales flat compared to projections

Lower prices

Develop marketing strategy for SBUs