Craig sees that his company's quarterly sales and profits are significantly above projections and says, "that's great. let's keep doing what we've been doing." craig is ignoring the step of the marketing planning process.

a. identify and evaluate opportunities
b. evaluate performanc
c. perform situation analysis
d. define the business mission
e. implement marketing mix and resources

b. evaluate performance

Explanation:

Simply stating that previous work and performance was satisfactory is not enough for the business to grow. In order to state a sentence like in the example, Craig has to be concrete with performance analyses, meaning he and his team need to determine what caused such a spike in sales.

Good practice has to be determined and documented in order to be continuously used.

answer; interviews;