In most well-run ventures, there are people responsible for monitoring the progress of the marketing process to ensure it stays on track, and that results are consistent with what was projected. What should they do if they observe deviations? (Select all correct answers.) Group of answer choices Understand and exploit positive deviations. No action is possible since the deviations occurred in the past. Identify and investigate both positive and negative deviations. Identify and investigate only negative deviations