The Oak Insurance Company continually evaluates the effectiveness of its marketing plans by analyzing the company's actual performance in comparison to established performance standards. One set of performance standards Oak uses is based on published industry-wide averages and industry best practices. Oak has identified a range of acceptable performance on either side of each performance standard, and Oak's marketing manager uses a performance management technique known as management by exception. The set of performance standards described in this situation consists of internal standards, and Oak's marketing manager must investigate whenever the plan deviates from the established performance standard internal standards, and Oak's marketing manager investigates only those deviations from the established performance standard that fall outside the acceptable range external standards, and Oak's marketing manager must investigate whenever the plan deviates from the established performance standard external standards, and Oak's marketing manager investigates only those deviations from the established performance standard that fall outside the acceptable range