The actions taken during the evaluation phase of the strategic marketing process include: (1) __________ and (2) exploit positive deviations and correct negative ones.
A)find points of difference
B)execute the marketing program
C)compare results with plans to identify deviations
D)track sales and revenues and compare with competitors
E)develop the budget by estimating revenues, expenses, and profits

Question

Quizplus · Accepted Answer

During the evaluation phase, the main action is to compare the actual results with the planned ones and identify any deviations, whether negative or positive, in order to take corrective action if needed and exploit opportunities. The other options (A, B, D, and E) are more related to the preceding phases of the strategic marketing process (planning, implementation, and control) and may not be applicable during evaluation specifically.

The Actions Taken During the Evaluation Phase of the Strategic