This activity is important because effective marketing doesn't just happen, it is a result of careful planning, execution, and evaluation throughout the strategic marketing process. Companies such as Kodak carefully plan the implementation of their marketing strategies to adjust to changes in the environment, the competition, and their customers.

The strategic marketing process represents a set of steps a marketer goes through to develop a marketing plan. The resulting marketing plan is a written document comprised of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the $4$ Ps$,$ action programs, and projected or pro$-$forma income $($and other financial$)$ statements.

The goal of this activity is to demonstrate your understanding the three phases of the strategic marketing process; planning, implementation, and evaluation.

Read the description of the marketing action and then match it to the appropriate stage of the Strategic Marketing Process.

Managers for the digital camera SBU request a larger marketing budget than last year, requiring a reallocation of resources across SBUs.