The information needed for the evaluation phase of the strategic marketing process includes: (1) __________ and (2) action memos to correct problems and exploit opportunities.
A)positioning studies
B)market-product grids with targets
C)detailed plans to execute the marketing program
D)tracking reports to measure results
E)projected future sales, expenses, and profits

Question

Quizplus · Accepted Answer

The evaluation phase involves tracking reports to measure the results of the marketing program and action memos to correct problems and exploit opportunities that arose during the implementation phase. While A, B, and C are important components of the planning phase and E is important for forecasting, they are not directly relevant to the evaluation phase.

The Information Needed for the Evaluation Phase of the Strategic