ABSTRACT
The first and foremost goal in marketing is to position our firm against market forces. Marketing planning is done for the short, medium, and long range, the long-range planning focusing on the “big picture.” Sound marketing plans not only assure seamless continuity in sales, but are also structured in a way permitting to account for radical changes in the market’s direction, or in “established” standards. The marketing effort may involve plenty of special missions and still be thoroughly focused and able to identify, attack, and solve a myriad of customer problems. Marketing efforts are being conditioned by the culture of the organization, the training of the sales force, and the way in which it executes its functions. Changes in strategy may dictate new strategic marketing, targets and tactical initiatives, but with the exception of inflection points such developments are fairly predictable. General management and marketing management can be assisted by an outside firm, or expert international consultant.
