Role of mktg in SM Strategic marketing describes marketing activities that affect corporate, business, and marketing strategic plans.

. Strategic marketing activities can be classified into three basic functions. First, marketers help orient everyone in the organization toward markets and customers. Second, marketers help gather and analyze information required to examine the current situation, identify trends in the marketing environment, and assess the potential impact of these trends. Third, marketers are involved in the development of corporate, business, and marketing strategic plans.

 The strategic role of marketing and marketing management is now in a period of considerable change and evolution. Many well-known companies work closely with dedicated partners on the supply side (often using single supply partners) and the distributor side of their business, expecting their distributors to play proactive roles in the development of services and marketing strategy. For example, on the supply side, the modern-day Nike does very little

manufacturing of its own and focuses largely on marketing. In this vein, companies such as this are actually embedded in business networks, comprising strategic alliances among suppliers, distributors, and the marketing firm.

Other influences on marketing include the connected-knowledge economy globalized and consolidated industries fragmented markets and demanding customers and consumers With these changes, new kinds of competitors will emerge, markets will continue to become homogenized across country boundaries, and mass markets will erode in the face of mass customization. Business customers and individual consumers expect diversity and have

multiple means of obtaining products, as well as learning about company offerings.