First and foremost in the marketing process is the development and definition of a mission statement. Many program providers who have implemented strategic planning are familiar, by now, with the importance and the process of developing a mission statement. Mission statements are developed from the information gleaned from the environment. From the mission and marketing research data, program administrators need to develop program objectives. It is advisable that these objectives be written to allow for clear evaluation of their achievement.
Vague objectives lead to vague evaluation.
Marketing strategies are conceived and developed based on market segments. Program markets are clearly defined in such a way that psychographical, demographical, tastes, needs, cultural, economic etc. It is the clear delineation of segments that allows for targeting strategies to occur. Target becomes possible only when segments are clearly identified. Marketing mix is developed based upon each market segment.