Explain the steps in the evaluation phase of the strategic marketing process.

Evaluation, the final phase of the strategic marketing process, involves: (1) the marketing evaluation process itself and (2) the use of marketing ROI, metrics, and dashboards. The evaluation phase of the strategic marketing process ties results and actions to goals. Marketing dashboards and marketing metrics are often used to compare goals and results and identify deviations. The causes of the deviations are then quantified and new plans and actions are formulated to correct problems and exploit opportunities. This information is fed back into the process to revise the goals and the marketing plan. See Figure 22-6.