sdramaticallyfromaproductionorientationthatfocusesonmakingproductsandthentryingtosellthemtocustomers.Why?Thus,effectivemarketingstartswiththerecognitionofcustomerneedsandthenworksbackwardtodeviseproductsandservicestosatisfytheseneeds.TheMarketingConcept*anizationwithamarketorientationisnottomanipulatecustomerstodowhatsuitsitsinterestsbutrathertofindeffectiveandefficientmeanstosatisfytheinterestsofcustomers.anizationsdoso.Anyexceptions?CustomerdrivenV.S.customer-drivingstrategiesTheMarketingConcept*Beforeaproductionmanager,marketingmanager,andpersonnelmanagercandevelopplansfortheirindividualdepartments,anizationshouldexist.Inotherwords,thereisalargercontextforplanningactivities.anizationalobjectives,anization.WhatIsStrategicPlanning?*Figure1.2StrategicPlanningProcessWhatIsStrategicPlanning?
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