Which of the following is the initial step in setting up a strategic marketing evaluation program?
A) Obtaining and analyzing information for performance-gap identification
B) Selecting performance criteria and choosing relevant marketing metrics
C) Conducting strategic marketing audit
D) Assessing performance and taking necessary action

Question

Quizplus · Accepted Answer

The initial step in setting up a strategic marketing evaluation program is to conduct a strategic marketing audit. This involves reviewing the company's current marketing strategies, identifying its strengths and weaknesses, and assessing its external environment. This information will provide a basis for the development of performance criteria and the selection of relevant marketing metrics, as well as identifying areas where performance gaps exist that need to be addressed. Once this initial step is complete, the other steps in the evaluation program can be implemented.

Which of the Following Is the Initial Step in Setting