As the leader of a marketing strategy for a new brand of high-end sunglasses, you are currently in the control phase of your marketing plan. During this phase, what step should you avoid? - Writing new marketing objectives based on a product's actual performance.

In the control phase of a marketing plan, avoiding the step of writing new marketing objectives based on a product's actual performance is crucial. This action is not suitable for the control phase because this phase is designed to measure and evaluate the performance of your marketing efforts against the current objectives and established benchmarks, rather than creating new objectives. During the control phase, the key step is to assess whether the strategies and tactics implemented are effective in achieving the marketing goals that were set at the beginning of the marketing plan. If the product's actual performance is not aligned with the initial objectives, the appropriate steps typically involve determining why the discrepancies exist and then making necessary adjustments to strategies or implementation plans to correct course and improve performance. New objectives are typically written during the planning phase of the next marketing cycle, not during the control phase.

Extra: Understanding the marketing process is essential for any student studying business or considering a career in marketing. The process typically consists of four major phases:

1. Planning Phase: This is where goals and objectives are set based upon market research and understanding of the competitive landscape. During this phase, marketing strategies are developed.

2. Implementation Phase: Strategies and marketing plans are executed. This involves the use of various marketing tactics to reach the target audience and achieve the objectives.

3. Control Phase: Monitoring and assessing the performance of the marketing activities against the objectives. This phase answers questions like: Are we on target to meet our goals? What has been the return on investment? It involves measuring results, analyzing data, and reviewing KPIs (Key Performance Indicators).

4. Adjustment Phase: Based on the insights and data gathered during the control phase, marketers go back and tweak or revise strategies. This phase is about making improvements and addressing any issues to ensure better performance.

Importantly, writing new objectives is a part of the planning phase, while the control phase is more about measuring and ensuring performance reaches the objectives already set. If the control phase reveals that the objectives are consistently not being met, it may signal a need to revisit the planning phase for a more thorough overhaul of the marketing strategy, but this typically happens after the control phase is completed and as a new cycle of planning begins.