The Marketing Manager Looks for Two Kinds of Deviations During

Multiple Choice

The marketing manager looks for two kinds of deviations during the evaluation phase, each triggering a different kind of action: actual results fall short of goals or

A) deviations that result from major shifts in customer needs.
B) actual results exceed goals.
C) lack of deviations when there should be.
D) deviations that result from executive mandates.
E) deviations that are blamed on insufficient marketing support (personnel or funding) .