1. MARKETING CONTROL
SYSTEMS
www.aravindts.com

2. MARKETING IS NOT ANY
CONTROLLED ACTIVITY WHICH CAN
BE PERFORMED IN AN INSULATED LAB.

3. It is very important for a marketer to have a good
knowledge of customer’s perception for the firm
and for the competitor firms, his satisfaction level,
marketing effectiveness, sales, market share, profits,
etc.

4. ROLE OF MARKETING
CONTROL- 1/4
Establishing Standards for Marketing Appraisal

5. ROLE OF MARKETING
CONTROL- 2/4
Effective Performance Measurement

6. ROLE OF MARKETING
CONTROL- 3/4
Determining the Strengths and Weaknesses of
Marketing Programmes

7. ROLE OF MARKETING
CONTROL- 4/4
Setting up Corrective Mechanisms

8. TYPES OF MARKETING
CONTROL

9. TYPES OF MARKETING
CONTROL

10. CONTROL PROCESS

11. MARKETING AUDIT
It is a comprehensive, periodic, independent and systematic analysis of
— firms objectives
— marketing environment
— strategies and
— activities for determining the various areas of problems
— opportunities and suggesting appropriate course of action for overall
increase in sales and productivity.

12. FEATURES OF MARKETING
AUDIT 1/4
1. Comprehensive and Functional
a) Horizontal Audit
Tracking a process from one end to other end is the main activity performed
under this audit.
b) Vertical Audit
When a detailed analysis of a single aspect of the company’s marketing strategy
(such as product planning) is done, it is regarded as vertical auditing.

13. FEATURES OF MARKETING
AUDIT 2/4
II. Systematic : A corrective action plan must be
implemented after the diagnosis which should
include both short-term and long-term actions by
which the overall marketing effectiveness of a firm
can be significantly improved.

14. FEATURES OF MARKETING
AUDIT 3/4
III. Independent: Marketing audits are of independent
nature as there are mainly six methods by which the
marketing audit can be conducted
i) Self-audit,
ii) Audit from across,
iii) Audit from above

15. FEATURES OF MARKETING
AUDIT 3/4
IV. Periodic: When audits are conducted
periodically, companies gain a healthy competitive
position in the market.

16. PROCESS OF MARKETING
AUDIT

17. THANKYOU
www.aravindts.com