In order to ensure marketers will select and execute the right marketing mix strategies to maximize success, they should engage in the process of A firm in the process of developing a might ask these questions: What is our business? Who is our customer? What is our value to the customer? and What should our business be? A mission statement should be oriented toward the An action-oriented document or playbook that guides the analysis, implementation, and control of the firm's marketing strategy is called the The key component of the marketing plan that summarizes the plan's main points is called the The component of the marketing