Which of the following is a common tool used in marketing management?

SWOT Analysis is a strategic planning tool widely utilized in marketing management to evaluate a company’s internal strengths and weaknesses, as well as external opportunities and threats. This framework assists marketers in identifying potential markets, assessing competitive positions, and formulating strategies that leverage strengths while mitigating weaknesses. By providing a structured approach to understanding various factors that can impact marketing efforts, a SWOT analysis guides decision-making processes, aids in strategic planning, and contributes to effective resource allocation.

Other options, while valuable in their respective contexts, serve different primary functions. Financial statements focus on the financial health of a business rather than directly influencing marketing strategies. Employee handbooks outline policies and procedures for employees and do not relate directly to marketing activities. Quality assurance metrics are primarily concerned with product quality and operational standards, making them less relevant in the context of marketing management. Thus, SWOT Analysis stands out as the most pertinent tool for marketers seeking to optimize their strategies.