John sees that his company's quarterly sales and profits are significantly above projections and says, "That's great. Let's keep doing what we've been doing." John is ignoring the ________ step of the marketing planning process.

Question

Quizplus · Accepted Answer

John is ignoring the evaluate performance step of the marketing planning process. This step involves analyzing the results of the marketing strategies and tactics used in the previous period in order to understand what worked and what didn't, and then using that information to make adjustments to the marketing plan going forward. By simply saying "Let's keep doing what we've been doing", John is missing an opportunity to potentially improve the company's performance even further.

John Sees That His Company's Quarterly Sales and Profits Are