Creating customer relationships and Value through marketing

U.S. business history is divided into four periods:

• the production era
• the sales era
• the marketing concept era
• the current customer relationship era

the evaluation phase of the strategic marketing process seeks to keep the marketing program movieng in the direction that was established in the marketing plan. This requires the marketing manager to

1. compare  the result from the marketing program with the marketing plan's goals to identify deviation
2. act on the diviation. the planners call the different between the goal and the results the planing gap.

when performance is different from expectations managers can

1. exploit postive deviation
2. correct negative deviations.

the strategic marketing process: planning, implementation, evaluation
in Planning phase

• SWOT analysis
• market product focus and goal setting
• the marketing program