In the context of following up on a marketing plan, _____ provides the mechanisms for evaluating marketing results in light of the plan's objectives and for correcting actions that do not help the organization reach those objectives within budget guidelines.
A)implementation
B)control
C)environmental scanning
D)marketing myopia

Question

Quizplus · Accepted Answer

Control is the process of monitoring and evaluating the results of a marketing plan in order to ensure that the objectives are being met within the allocated budget. It involves analyzing the effectiveness of marketing activities, identifying any deviations from the plan, and taking corrective actions as necessary to keep the plan on track. Implementation refers to the process of executing the marketing plan, while environmental scanning involves monitoring and analyzing the external factors that may impact the plan. Marketing myopia is a concept that refers to a narrow focus on product features rather than customer needs and wants.

In the Context of Following Up on a Marketing Plan