Kelly, a manager, studied the performances of the various business units of her organization. After making an assessment, Kelly came to the conclusion that the overall costs of the organization can be reduced by integrating the functions of two of the business units. This scenario illustrates Kelly's skills.

This activity is important because as a marketing manager, you must allocate resources to reach your target market. during the strategic marketing process, managers move through three important phases to determine how to optimally allocate resources: a planning phase, an implementation phase, and an evaluation phase. in this interactive exercise, you are asked to review various strategic marketing actions and determine where in the strategic marketing process the action would occur. the goal of this exercise is to demonstrate your understanding of the strategic marketing process and related marketing actions.