What is the process of developing and maintaining a strategic fit between an organization's goals and its marketing opportunities called?

The process of developing and maintaining a strategic fit between an organization's goals and its marketing opportunities is termed strategic planning. This systematic approach involves defining the organization's vision, mission, and long-term objectives, while assessing internal strengths and weaknesses alongside external opportunities and threats.

By emphasizing strategic fit, organizations ensure that their marketing efforts align with broader business goals, making informed decisions about resource allocation, market entry, product development, and competitive positioning. Strategic planning is continuous, allowing businesses to adjust their strategies in response to changing market dynamics, consumer preferences, and competitive landscapes.

In contrast, business portfolio management primarily focuses on analyzing and managing a company's collection of businesses and products to maximize performance and minimize risk. Market analysis involves examining market conditions, trends, and consumer behavior to inform marketing strategies but does not encompass the broader strategic alignment with organizational goals. Operational management deals with the day-to-day functioning of the organization, focusing on efficiency and effectiveness rather than long-term strategic alignment. Therefore, strategic planning is the most suitable term for the process described in the question.