Innovative software traditionally defined its mission as 'developing innovative spread$-$sheet applications.$\text{'}$ Consultants hired by Innovative

Software argue that the firm is defining its mission too narrowly from a 'product perspective.$\text{'}$ How should Innovative Software redefine its

mission to avoid falling into the trap of 'marketing myopia?

Emphasize 'integrative' software products that work together as a 'seamless' combination

No change is needed $--$ the consultants are wrong

Emphasize other products in addition to spreadsheets

Greater emphasis on 'customer service' and 'customer relations' as part of the current mission statement

Focus on software solutions for meeting customer's applications$-$related needs

"Key Success Factors" are normally identified during the

component of the strategic marketing planning process.

Positioning

Customer analysis

Competitor analysis

Industry analysis

Demand analysis