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Craig sees that his company's quarterly sales and profits are significantly above projections and says, "That's great. Let's keep doing what we've been doing." Craig is ignoring the __________ step of the marketing planning process.ď‚·

a. identify and evaluate opportunities
b. evaluate performanc
c. perform situation analysis
d. define the business mission
e. implement marketing mix and resources

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Answer:

b. evaluate performance

Explanation:

Simply stating that previous work and performance was satisfactory is not enough for the business to grow. In order to state a sentence like in the example, Craig has to be concrete with performance analyses, meaning he and his team need to determine what caused such a spike in sales.

Good practice has to be determined and documented in order to be continuously used.

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