【文章內(nèi)容簡介】 e current and anticipated culture of the firm? What issues related to internal politics and power struggles might affect our marketing activities? What is the overall position and importance of the marketing function as seen by other functional areas? Are key executive positions expected to change in the future? How will the overall customerorientation of the firm (or lack thereof) affect our marketing activities? Does the firm emphasize a long or shortterm planning horizon? How will this emphasis affect our marketing activities? Currently, are there positive or negative issues with respect to motivating our employees, especially those in customercontact positions (., sales, customer service)?III. SWOT Analysis A. Strengths Strength 1: How does this strength assist us in meeting customer needs? How does this strength pare to our petitors39。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? Strength 2: How does this strength assist us in meeting customer needs? How does this strength pare to our petitors39。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? Strength 3: How does this strength assist us in meeting customer needs? How does this strength pare to our petitors39。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? Strength 4: How does this strength assist us in meeting customer needs? How does this strength pare to our petitors39。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? B. Weaknesses Weakness 1: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? Weakness 2: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? Weakness 3: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? Weakness 4: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? C. Opportunities Opportunity 1: How is this opportunity related to serving the needs of our customers? What actions must we take to capitalize on this opportunity in the shortterm and in the longterm? Opportunity 2: How is this opportunity related to serving the needs of our customers? What actions must we take to capitalize on this opportunity in the shortterm and in the longterm? Opportunity 3: How is this opportunity related to serving the needs of our customers? What actions must we take to capitalize on this opportunity in the shortterm and in the longterm? Opportunity 4: How is this opportunity related to serving the needs of our customers? What actions must we take to capitalize on this opportunity in the shortterm and in the longterm? D. Threats Threat 1: How is this threat related to serving the needs of our customers? What actions must we take to prevent this threat from limiting our capabilities in the shortterm and in the longterm? Threat 2: How is this threat related to serving the needs of our customers? What actions must we take to prevent this threat from limiting our capabilities in the shortterm and in the longterm? Threat 3: How is this threat related to serving the needs of our customers? What actions must we take to prevent this threat from limiting our capabilities in the shortterm and in the longterm? Threat 4: How is this threat related to serving the needs of our customers? What actions must we take to prevent this threat from limiting our capabilities in the shortterm and in the longterm? E. The SWOT MatrixStrengths:???????Opportunities:???????Weaknesses:???????Threats:??????? F. Matching, Converting, Minimizing, and Avoiding Strategies How can we match our strengths to our opportunities to create capabilities in serving the needs of our customers? How can we convert our weaknesses into strengths? How can we convert our threats into opportunities? How can we minimize or avoid those weaknesses and threats that cannot be successfully converted? Do we possess any major liabilities (unconverted weaknesses that match unconverted threats) or limitations (unconverted weaknesses or threats that match opportunities)? Are these liabilities and limitations obvious to our customers? Are there ways that these liabilities and limitations can be minimized or avoided?IV. Marketing Goals and Objectives A. Marketing Goal A: Objective A1: Specific and measurable oute: Time frame: Responsible unit/person: Relationship to SWOT: Objective A2: Specific and measurable oute: Time frame: Responsible unit/person: Relationship to SWOT: Objective A3: Specific and measurable oute: Time frame: Responsible unit/person: Relationship to SWOT: B. Marketing Goal B: Objective B1: Specific and measurable oute: Time frame: Responsible unit/per