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1. The definition of marketing management, according to Kotler, is "managing profitable customer relationships (by) attracting new customers (and) retaining and growing customers' (Power Point slide No.4, Chapter 1). Marketing management according to Ken Schaefle is, "The building block of the marketing process and it should form the foundation of the organization...everyone should be dedicated to the customer" (Class 10/7/04). See attached Exhibit #1, Marketing Management Orientations.
2. Strategic Planning is defined as "the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities". (PowerPoint slide No. 32, Chapter 2). Strategic planning, and its 4 steps of defining the company mission, setting company objectives and goals, designing the business portfolio, and planning marketing and other strategies are essential for marketing managers as they must understand the core values, mission......

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