The Marketing Manager Looks for Two Kinds of Deviations in the Evaluation

The marketing manager looks for two kinds of deviations in the evaluation phase of the strategic marketing process, each triggering a different kind of action: (1) ________ and (2) actual results fall short of goals.

A) deviations that result from major shifts in customer needs
B) actual results exceed goals
C) there are no deviations but there should be
D) deviations that result from executive mandates
E) deviations that are blamed on insufficient marketing support (personnel or funding)