The first step in the marketing control process is to
A)take corrective action.
B)reduce the difference between actual and desired standards.
C)evaluate actual performance.
D)compare actual performance and standards.
E)establish performance standards.

Question

Quizplus · Accepted Answer

The first step in the marketing control process is to establish performance standards. Without performance standards, it is difficult to measure actual performance and identify any areas where corrective action may be needed. Once performance standards are in place, the next step is to evaluate actual performance and compare it to the established standards. From there, corrective action can be taken to reduce the difference between actual and desired standards.

The First Step in the Marketing Control Process Is to