A tool to assess the difference between desired performance at some point in the future and what performance will be if the firm does not change marketing strategies is called ____________ analysis.

Question

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Gap analysis is used to identify the difference between where a business wants to be in the future (its desired performance) and where it will be if it continues on its current path without making changes (its current trajectory). This often involves evaluating the difference in performance levels, including in marketing strategies, to identify areas for improvement.

A Tool to Assess the Difference Between Desired Performance at Some