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    Question

    Six months into a new marketing program, the Manager assesses the current metrics of the plan to the original forecasted results. When she realizes that sales are not on target and the plan must be adjusted, she is:

    A segmenting the market and selecting target markets Correct Answer Incorrect Answer
    B establishing a business mission and designing measurable goals and objectives. Correct Answer Incorrect Answer
    C designing the marketing mix and setting the budget Correct Answer Incorrect Answer
    D identifying deviations in the marketing plan and acting on them. Correct Answer Incorrect Answer
    E None of these Correct Answer Incorrect Answer

    Solution

    The control phase of the strategic marketing process seeks to keep the marketing program moving in the direction set for it. Accomplishing this requires the marketing manager to (1) compare the results of the marketing program with the goals in the written plans to identify deviations and (2) act on these deviations correcting negative deviations and exploiting positive ones.

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