CHAPTER ONE

1.0 INTRODUCTION

How can a business survive and remain in the business world without effective game?

How can an organization actualize customer satisfaction which is the economic justification for the existence of any business when appropriate panacea is lacking? Hence strategic marketing is the answer.Marketing is the hallmark around which business strategies revolves on A.I Okafor (1995:6) defined it as all profitable human activities undertaken by the firm towards the creation of satisfied customers. Kotler (1989), defined strategic as game plan to get the.Glueck, (1976) defined strategic plan as a unifies comprehensive and integrated plan to achieve organizational goal objectives.

Business strategies from the focal point and basis of strategic marketing decision unfortunately, most business have failed, products non – existing, goals and objective unattainable simply because they neglected strategic marketing.

Strategic marketing decision is of vital importance that its absence in any organization will not go down well with such an organization. It helps to manage business environment and the changed, which are inevitable it takes an organization from where it is today to where it wants to be tomorrow. Proper strategic marketing decision turns a company from being reactive to being practice in the face of events and situation.

Strategic marketing planning differs from company to company. It all depends on the market and business environment. Firms therefore, should adopt to the changing market conditions and at the same time face the need for creating an “anticipative “rather than a reactive managerial system. They should search for ways to handle an increasingly complex technology, unstable environment, competitors in the light of their goods and services and offering so, given the environment rapid change, a static environment can no longer be feasible.

Firms should think of moving from stagnant bureaucracy to adoptive firm under extreme dynamism.

They should consider the marketing strategies of their competitors, their strengths and weakness and then develop a sustainable competitive advantage (SCA) that will enable them outweigh their competitors where there is no sustainable competitive advantage; the organization will not go far.

Every business organization operates among other competitors in the market in order to increase or maintain its market share and organization would have to establish a good marketing strategy to survive intense competition and maintain sales projections and targets.

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