Which is the first step in the marketing planning process?

The first step in the marketing planning process is identifying the marketing mission statement. This step is crucial because it sets the foundation for the entire marketing plan. The mission statement defines the overall purpose of the business and establishes the direction for marketing strategies. It encapsulates what the organization seeks to achieve and who its target audience is.

By clarifying the mission, the business can align its marketing goals and strategies effectively. It ensures that all subsequent planning and actions are consistent with the organization's core values and objectives, leading to a focused approach in achieving marketing success.

Moving further into the planning process, conducting situational analysis, defining objectives, and monitoring and controlling are important steps that follow in order, but they rely on the clarity and direction provided by a well-defined marketing mission statement.