The role of marketing in strategic planning process Essay

The role of marketing in strategic planning process - Essay Example One set of marketing policies broadly defines the nature of the products that the business offers to the market Suder, (2007:118). The policies cover a diversity of the product line, the general level of technical sophistication of the products and the target level of product quality in relation to the competitors. The prospector businesses heavily depend on the continuing development of new and unique products and the penetration of new markets as a primary competitive strategy. Hence, the adherence and policies of the prospective businesses which encourage the broad and technically advanced trade lines should relate positively to the performance on the critical dimension of share growth. The products should also be of a higher quality compared to competitor products. Marketing, in building profitable customer relationships, assists in finding new customers for a business (Bojanic & Reid, 2009:59). Through marketing, one can be able to acquire the right target market and from that maximize profitability. To achieve this, the industry sector identified for growth in strategic planning must be implemented throughout the business. The sales team must have a structured and designed Commission to reflect closed sales in the business being pursued. When marketing and selling, a new marketplace, the products and services offered must be profitable both to the business and the customer. Some factors that the marketing manager should consider are such as, pricing, promotion and product presentation towards the customers.