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

Question

Quizplus · Accepted Answer

The second action taken during the evaluation phase is to exploit positive deviations and correct negative ones. This involves analyzing the results of the marketing program and identifying areas where goals have been exceeded or fallen short. Positive deviations can be exploited by capitalizing on successful strategies or tactics, while negative deviations require corrective action to improve performance. Comparing results with plans is important, but it is only the first step in the evaluation process. The other actions listed may occur earlier in the strategic marketing process, but are not specific to the evaluation phase.

The Actions Taken During the Evaluation Phase of the Strategic