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What Is the Purpose of the Evaluation Phase of the Strategic

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Essay

What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?


Definitions:

Unrealized Loss

A decrease in the value of an investment that has not yet been sold and thus, the loss has not been realized.

Gain on Sale of Investment

The profit realized from selling an investment for more than its purchase cost.

Fair Value

The estimated market value of an asset or liability based on current prices in an open and competitive market.

Equity Securities

Financial instruments that represent ownership in a company, such as stocks, entitling holders to dividends and capital gains.

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