Filetype Power Point PPTX | Posted on 28 Aug 2022 | 4 years ago
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363x Filetype PPTX File size 0.13 MB Source: northcampus.uok.edu.in
Marketing Control
• Marketing control is the process by which firms assess the effects of
their marketing activities and programs and make necessary
changes and adjustments
• Marketing control includes:
• Annual plan control
• Profitability control
• Efficiency control
• Strategic control
Marketing Control Process
• Goal setting- What do you want to achieve?
• Performance measurement- What is happening?
• Performance diagnosis – Why is it happening?
• Corrective action – What should we do about it?
Types of Marketing Control
•Annual plan control
•Profitability control
•Efficiency control
•Strategic control
Annual Plan Control
• Sales analysis
• Market share analysis
• Expenses to sales analysis
• Financial analysis
• Market-based score card analysis
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