If Hazel decides to sell the best ice cream on earth, and intends to establish a strong ethical climate in her organization, during which phase of the strategic marketing planning process should she introduce ethical considerations?

a) Planning

b) Ethics

c) Control

d) Experience

e) Implementation

Answer: Planning

Explanation: Planning refers to the process of setting goals and procedures and determining the need of resources to accomplish those goals.

In the given case, Hazel has already set her goal of providing the best ice cream in the market. Now she needs to set the procedures of how she can do so in an ethical manner. She has to determine the processes and rules she need to make to achieve the objective of ethical culture in her organisation.

Hence from the above we can conclude that in the planning phase.