In my point of view, Marketing management’s role is to help define and evaluate strategic product market areas, once this has been accomplished and operational marketing strategies. Thus it is essential that the composition of the SBU be analyzed form a marketing strategy point of view. Marketing opportunity analysis provides direction in developing marketing strategy. Definition of the product market coupled with information about demand industry and competition offers an operational scheme for use in analyzing and selecting strategies. Defining and assessing a strategic product market area are essential both for firms competing in only one area as well as for firms with several SBUs.
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