In the context of marketing planning, _____ provides the mechanisms for evaluating marketing results in light of the plan's objectives, and for correcting actions that do not help the organization reach those objectives within budget guidelines
a. implementation
b. control
c. environmental scanning
d. marketing myopia
ANSWER: b
Once a plan is chosen and implemented, its effectiveness must be monitored. Control provides the mechanisms for evaluating marketing results in light of the plan's objectives, and for correcting actions that do not help the organization reach those objectives within budget guide-lines.
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