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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
Long-Term Liabilities
Financial obligations of a business that are due more than one year in the future.
Credit Risk
The potential for loss due to a borrower's failure to repay a loan or fulfill contract terms.
Liquidity
The ability of an asset to be quickly converted into cash or an individual's or entity's ability to meet immediate and short-term obligations.
Solvency
A financial metric indicating whether a company can meet its long-term financial obligations, focusing on its ability to continue operations over the long term.
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