Implementation Evaluation Control

Reevaluate every fiscal year.

“Marketing, alone, can’t create superior customer value. Under the companywide strategic plan, marketers must work closely with other departments to form an effective internal company value chain and then must work with other companies in the marketing system to create an overall external value delivery network that jointly serves customers” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 47).

“The macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces. We look first at the company’s microenvironment” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 67).

“A firm can obtain new products in two ways. One is through acquisition—by buying a whole company, a patent, or a license to produce someone else’s product. The other is through the firm’s own new-product development efforts” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 245).