Marketing strategy is an ongoing process of making decisions, implementing them, arid gauging their effectiveness over time. In terms of its time requirements, strategic evaluation is far more demanding than planning.

Evaluation and control are concerned with tracking performance and. when necessary; altering plans to keep performance on track. Evaluation also includes looking for new opportunities and potential threats in the future. It is the connecting link in the strategic marketing .planning process shown in Exhibit 1-3. By scurrying as both the last stage and the first stage (evaluation before taking action) in the planning process, strategic evaluation assures that strategy is an ongoing activity.

Rubbermaid Inc. offers an interesting insight into evaluation and control. After more than a decade of superior performance, the company experienced problems in 1995.27 •Sales slowed do<Ph and profits declined. Increases in the costs of resin used in plastic products triggered price increases to retailers. This irritated retailers, who reduced Rubbermaid's shelf space.

The already slow consumer demand for house wares was further impacted by higher retail prices Rubbermaid's management implemented cost reductions, speed ed up new-product introductions, and increased promotions to consumers to move results closer to expectations.