The actions taken during the evaluation phase of the strategic marketing process include: 1)________and 2)correct negative deviations; exploit positive ones.

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The actions taken during the evaluation phase of the strategic marketing process include comparing the results with the plans to identify deviations, such as negative ones that need to be corrected and positive ones that can be exploited. Tracking sales and revenues and comparing them with competitors is part of this evaluation process, as is executing the marketing program itself. However, finding points of difference is typically done earlier in the process as part of the planning phase.

The Actions Taken During the Evaluation Phase of the Strategic